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In spite of all the established advances of contemporary medicine, some people are drawn to alternative or “natural” cures and practices. Many of these are not dangerous. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. A recent inquiry into a particular business providing membership and advice to expectant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

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

Examining the Dangers and Context

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns 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 experienced traumatic births.

Distrust and the Spread of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding paranoia about official advice.

Worry is growing that such beliefs are gaining more general 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 sisterhood lies an operation that coaches women as social media influencers as well as birth attendants. The group does not claim 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 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 safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the choice of home birth and the provision of data to empower women in choosing their care. Policymakers and bodies such as the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not undermined.