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Despite all the established progress of contemporary medicine, some people are attracted to non-traditional or “natural” remedies and approaches. A number of these are not dangerous. As a cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not instead of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Online Health Figures

But the proliferation of online health influencers presents problems that governments and regulators in many countries have not fully understood. A recent inquiry into a particular business offering membership and advice to expectant mothers has revealed numerous cases of third-trimester 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 global.

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

Understanding the Risks and Background

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a shocking recent report found a large majority 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 justified. A significant number of the women interviewed for the inquiry had in the past experienced distressing births.

Distrust and the Proliferation of Falsehoods

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 philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in spreading lies about vaccines and fuelling paranoia about government advice.

Concern is growing that such ideas 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”. This investigation shows that behind the facade of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Requirement for Protections and Improvements

There is no going back to a time when doctors were presumed to know best. Vast quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for protections from poor advice. It is widely understood that the algorithms used by tech companies promote 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 choosing their care. Policymakers and organizations including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.