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Despite all the proven advances of contemporary medicine, certain people are attracted to alternative or “holistic” remedies and practices. A number of these do no harm. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Online Health Figures

But the proliferation of online health influencers presents challenges that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such organization offering membership and advice to expectant mothers has revealed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its influence is global.

“For 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.

Understanding the Risks and Background

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a frightening prospect, and high-quality care is far from guaranteed. In England, a alarming recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases justified. A significant number of the women spoken to for the inquiry had in the past undergone traumatic births.

Distrust 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 seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such ideas are gaining more general purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious community lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a certified 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 made available online and many people use these to beneficial effect. But there is also a need for safeguards from dangerous advice. It is well known 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 availability of clear information to empower women in making decisions. Policymakers and organizations such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not compromised.