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Despite all the proven progress of modern medicine, some people are drawn to non-traditional or “holistic” cures and approaches. Many of these are not dangerous. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the proliferation of online health influencers presents problems that authorities and regulators in many countries have not fully understood. An investigation into one such organization providing membership and advice to pregnant mothers has revealed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is international.

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

Examining the Dangers and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting experience, and excellent care is far from guaranteed. In England, a alarming recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had in the past experienced traumatic births.

Skepticism and the Spread of Misinformation

But while mistrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding suspicion about government advice.

Worry is growing that such beliefs are gaining more general purchase. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious community lies an operation that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no going 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 protections from poor advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the option of home birth and the availability of clear information to empower women in making decisions. Ministers and bodies such as the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not compromised.