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In spite of all the proven advances of modern medicine, certain people are attracted to non-traditional or “holistic” cures and approaches. Many of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can help.

The Proliferation of Digital Health Influencers

But the explosion of online health influencers presents challenges that governments and oversight bodies in many countries have not fully understood. A recent inquiry into one such organization offering membership and advice to expectant mothers has revealed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Misinformation

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

Concern is rising that such ideas are gaining more widespread traction. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious community lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not claim 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 assumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

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