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Despite all the established progress of contemporary medicine, some people are drawn to non-traditional or “natural” remedies and approaches. Many of these are not dangerous. As one cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Online Health Influencers

But the explosion of online health influencers presents problems that governments and regulators in many countries have yet to grasp. A recent inquiry into a particular business providing membership and advice to expectant mothers has exposed numerous cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence 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.

Understanding the Dangers and Background

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a shocking recent report found a large majority 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 undergone traumatic births.

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and fuelling paranoia about government advice.

Concern is rising that such beliefs are acquiring more widespread purchase. One presentation given at a cancer conference 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 coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Protections and Reforms

There is no going 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 positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational 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 choosing their care. Policymakers and bodies including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not undermined.