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Despite all the proven advances of modern medicine, certain people are attracted to non-traditional or “natural” remedies and approaches. A number of these are not dangerous. As a cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Online Health Figures

But the proliferation of online health influencers poses challenges that authorities and regulators in many countries have yet to grasp. An investigation into one such organization offering membership and advice to expectant mothers has revealed numerous cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its reach is international.

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

Examining the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted 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 daunting experience, and excellent care is far from guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had in the past experienced traumatic births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and feeding suspicion about government advice.

Concern is growing that such ideas are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an rebellious community lies an operation that coaches women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no going 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 poor advice. It is well known that the automated systems 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 availability of data to empower women in making decisions. Ministers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.