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In spite of all the established progress of modern medicine, some people are drawn to non-traditional or “holistic” remedies and practices. Many of these do no harm. As a cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Health Influencers

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. An investigation into one such business offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is international.

“Across whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a frightening experience, and excellent 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 valid. Many of the women spoken to for the inquiry had in the past undergone traumatic births.

Distrust and the Proliferation of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers looking for followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and feeding paranoia about government advice.

Concern is growing that such beliefs are acquiring more general traction. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for protections from dangerous advice. It is widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the availability of clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.