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In spite of all the proven advances of contemporary medicine, certain people are drawn to alternative or “natural” remedies and approaches. A number of these do no harm. As a cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Online Health Figures

But the explosion of online health influencers presents problems that governments and oversight bodies in many countries have not fully understood. An investigation into one such organization offering membership and advice to pregnant 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 based in North Carolina, its influence is global.

“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 expert of midwifery.

Examining the Risks and Context

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a frightening prospect, and high-quality care is far from 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, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the investigation had previously experienced distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Worry is rising that such ideas are acquiring more general traction. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were presumed 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 widely understood that the algorithms used by tech companies promote more extreme content.

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