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Despite all the established advances of contemporary medicine, some people are attracted to non-traditional or “natural” remedies and approaches. Many of these are not dangerous. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not in place 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 explosion of online health influencers presents challenges that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into one such business providing membership and advice to pregnant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is global.

“For whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” according to a expert of midwifery.

Examining the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent 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.

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 inquiry 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 seeking followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Concern is rising that such beliefs are gaining more general purchase. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock 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 positive effect. But there is also a need for safeguards from poor 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 should include the option of home birth and the availability of clear information to empower women in choosing their care. Ministers and organizations including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.