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Despite all the established progress of contemporary medicine, certain people are attracted to alternative or “holistic” cures and approaches. A number 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 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 Proliferation of Digital Health Influencers

But the proliferation of online health influencers presents problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to pregnant mothers has exposed numerous cases of late-term fetal deaths or other serious harm 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 skilled support is linked to higher levels of risk for mother and baby,” according to a expert of midwifery.

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recent report found two-thirds 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. A significant number of the women interviewed for the inquiry had in the past undergone traumatic births.

Distrust and the Spread of Misinformation

But while distrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling paranoia about official advice.

Concern is growing that such beliefs are acquiring more general traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a qualified medical provider.

The Requirement for Protections and Reforms

There is no turning the clock 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 protections from dangerous advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the provision of data to empower women in choosing their care. Ministers and organizations including the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not compromised.