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In spite of all the established progress of modern medicine, certain people are drawn to non-traditional or “natural” cures and practices. Many of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not instead of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Proliferation of Online Health Figures

But the proliferation of online health influencers presents problems that governments and regulators in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to pregnant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the company 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,” according to a professor of midwifery.

Examining the Dangers and Context

Giving birth 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 lack of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms 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 investigation had in the past undergone distressing births.

Skepticism and the Spread of Misinformation

But while mistrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and fuelling paranoia about official advice.

Worry is rising that such beliefs are acquiring more widespread purchase. One presentation given at a medical symposium 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 coaches women as social media influencers as in addition to birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Safeguards and Improvements

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 critical necessity for safeguards from poor advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the option of home birth and the availability of clear information to empower women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not compromised.