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In spite of all the established advances of contemporary medicine, certain people are drawn to non-traditional or “natural” cures and practices. Many of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Online Health Figures

But the proliferation of online health influencers presents problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such business providing membership and advice to pregnant mothers has revealed dozens cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its reach is international.

“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.

Examining the Dangers and Context

Childbirth 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 daunting experience, 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 particular, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had previously undergone distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems 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 fuelling suspicion about government advice.

Concern is growing that such beliefs are gaining more general traction. One presentation 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 enterprise that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Safeguards 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 published online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They should include the choice of home birth and the provision of clear information to support women in making decisions. Policymakers and organizations including the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not compromised.