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Despite all the proven advances of modern medicine, some people are attracted to non-traditional or “natural” remedies and practices. Many of these do no harm. As a cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Online Health Influencers

But the explosion of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into one such organization 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 associated with it. While the entity is headquartered in North Carolina, its influence is international.

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

Examining the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks 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 two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had previously experienced traumatic births.

Skepticism and the Proliferation of Misinformation

But while mistrust of established systems may be based on experience, it has also become 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 spreading lies about vaccines and feeding suspicion about official advice.

Concern is growing that such ideas are acquiring 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 enterprise that coaches women as social media influencers as well as birth attendants. The group 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. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for protections from dangerous advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the option of home birth and the availability of data to empower women in choosing their care. Policymakers and organizations including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not undermined.