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In spite of all the established advances of modern medicine, certain people are drawn to non-traditional or “natural” remedies and practices. 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 practice is alongside, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Online Health Figures

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants linked with it. While the entity is based 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.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a shocking recent report found two-thirds 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 valid. Many of the women interviewed for the investigation had previously undergone traumatic births.

Skepticism and the Proliferation of Misinformation

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

Worry is rising that such beliefs are acquiring more widespread traction. One paper 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 anti-establishment community lies an operation that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Need for Protections and Reforms

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 positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the provision of data to support women in making decisions. Policymakers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not undermined.