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Despite all the established advances of modern medicine, certain people are attracted to non-traditional or “natural” remedies and approaches. A number of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers presents challenges that governments and regulators in many countries have not fully understood. A recent inquiry into a particular organization offering membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a absence of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a alarming recently published 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 justified. A significant number of the women interviewed for the inquiry had in the past experienced distressing births.

Distrust and the Spread of Misinformation

But while mistrust of institutions may be based on experience, it has also become a fertile 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 falsehoods about vaccines and feeding suspicion about government advice.

Concern is growing that such ideas are gaining 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 image of an anti-establishment sisterhood 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 Protections and Improvements

There is no going back to a time when doctors were assumed 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 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 are urgently needed. They must include the option of home birth and the provision of clear information to support women in making decisions. Policymakers and organizations such as the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.