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In spite of all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “natural” remedies and approaches. Many of these do no harm. As a cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Rise of Online Health Figures

But the explosion of online health influencers poses challenges that governments and regulators in many countries have yet to grasp. An investigation into one such business offering membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is international.

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

Understanding the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is legal 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 frightening experience, and high-quality care is not guaranteed. In England, a shocking recent report found a large majority 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 justified. Many of the women spoken to for the investigation had previously undergone traumatic births.

Distrust and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Concern is rising that such beliefs are gaining more general purchase. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an rebellious community lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Need for Protections and Improvements

There is no turning the clock back to a time when doctors were presumed to know best. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for safeguards from poor advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the availability of clear information to support women in choosing their care. Ministers and organizations such as the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not compromised.