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Despite all the proven advances of modern medicine, some people are attracted to alternative or “holistic” remedies and approaches. A number of these are not dangerous. As one 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 usually not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Online Health Figures

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have not fully understood. A recent inquiry into one such organization offering membership and advice to expectant mothers has revealed dozens cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is global.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal in countries 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 hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had previously undergone traumatic births.

Skepticism and the Proliferation of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and fuelling suspicion about official advice.

Worry is rising that such ideas are gaining more general traction. 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 trains women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Need for Protections and Reforms

There is no going back to a time when doctors were presumed to know best. Vast 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, necessary reforms to childbirth care are urgently needed. They must include the choice of home birth and the provision of data to empower women in making decisions. Ministers and organizations including the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not undermined.