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Despite all the established progress of modern medicine, some people are drawn to alternative or “holistic” cures and approaches. A number of these are not dangerous. As a cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Health Figures

But the explosion of online health influencers presents problems that authorities and oversight bodies in many countries have not fully understood. An investigation into one such business providing membership and advice to expectant mothers has exposed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women spoken to for the investigation had previously undergone distressing births.

Distrust and the Proliferation of Misinformation

But while distrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and fuelling paranoia about government advice.

Concern is growing that such beliefs are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the choice of home birth and the provision of clear information to empower women in choosing their care. Policymakers and organizations including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not compromised.