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In spite of all the proven progress of modern medicine, certain people are drawn to alternative or “natural” cures and approaches. Many of these are not dangerous. As a cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Rise 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 pregnant mothers has exposed numerous cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is international.

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

Examining the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted 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.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases valid. A significant number of the women interviewed for the investigation had in the past experienced distressing births.

Skepticism and the Spread of Falsehoods

But while distrust of institutions 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 “well-being” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Worry is rising that such beliefs are gaining more widespread purchase. 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 in addition to birth attendants. The group does not present itself to be a certified medical provider.

The Need for Safeguards and Reforms

There is no going back to a time when doctors were presumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for safeguards from poor advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services cannot come soon enough. They should include the option of home birth and the provision of clear information to support women in making decisions. Ministers and bodies including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.