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Despite all the proven advances of modern medicine, some people are drawn to alternative or “holistic” cures and practices. A number of these do no harm. As one cancer specialist noted in the past year, people receiving 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 concern. If it reduces distress, it can help.

The Rise of Online Health Influencers

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have yet to grasp. An investigation into a particular organization offering membership and advice to expectant mothers has revealed dozens cases of late-term stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is global.

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

Understanding 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 poorly documented due to a absence of data. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a alarming recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had in the past undergone traumatic births.

Distrust and the Spread of Misinformation

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

Worry is growing that such beliefs are acquiring more general purchase. 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 rebellious 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 Need for Protections and Reforms

There is no turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

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