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In spite of all the proven advances of contemporary medicine, some people are attracted to non-traditional or “holistic” remedies and approaches. A number of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Rise of Online Health Influencers

But the explosion of online health influencers poses problems that governments and regulators in many countries have not fully understood. An investigation into one such organization providing membership and advice to expectant mothers has revealed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is global.

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

Understanding the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a alarming recent report found two-thirds 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 valid. Many of the women spoken to for the investigation had in the past undergone distressing births.

Distrust and the Spread of Falsehoods

But while distrust of established systems may be based on experience, it has also become a fertile ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and feeding paranoia about government advice.

Worry is growing that such beliefs are gaining more widespread purchase. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an anti-establishment community lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Safeguards and Reforms

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

In the UK, improvements to maternity services cannot come soon enough. They should include the choice of home birth and the availability of clear information to support women in making decisions. Ministers and organizations such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not undermined.