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In spite of all the established progress of modern medicine, some people are attracted to alternative or “natural” remedies and practices. Many of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not instead of, evidence-based 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 poses challenges that authorities and oversight bodies in many countries have yet to grasp. An investigation into one such organization offering membership and advice to expectant mothers has revealed dozens cases of late-term stillbirths or other serious harm involving 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 linked to higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Risks and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had previously experienced traumatic births.

Skepticism and the Proliferation of Misinformation

But while mistrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling suspicion about official advice.

Worry is growing that such ideas are acquiring more general traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious community lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim 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 made available online and many people use these to beneficial effect. But there is also a need for protections from dangerous advice. It is widely understood that the automated systems 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 choosing their care. Policymakers and bodies including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.