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In spite of all the proven progress of modern medicine, certain people are attracted to alternative or “holistic” remedies and approaches. A number of these are not dangerous. As one cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to expectant mothers has exposed dozens cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is global.

“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.

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a frightening experience, and high-quality care is far from guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

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

Distrust and the Spread of Falsehoods

But while distrust of established systems may be rooted in experience, it has also proved to be a breeding ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling paranoia about official advice.

Concern is growing that such beliefs are acquiring more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a certified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a need for protections from poor advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services cannot come soon enough. They should include the choice of home birth and the provision of data to support women in making decisions. Policymakers and organizations including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not undermined.