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Despite all the established progress of contemporary medicine, some people are drawn to alternative or “natural” cures and practices. A number of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Digital Health Figures

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

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

Understanding the Risks and Background

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting prospect, 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.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the inquiry had previously experienced distressing births.

Distrust and the Spread of Misinformation

But while mistrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such beliefs are acquiring more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Need for Protections and Improvements

There is no going back to a time when doctors were presumed 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 dangerous advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the choice of home birth and the availability of clear information to support women in choosing their care. Ministers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not undermined.