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In spite of all the proven progress of contemporary medicine, certain people are drawn to non-traditional or “holistic” cures and practices. A number of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Rise of Digital Health Influencers

But the proliferation of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into one such business offering membership and advice to expectant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is international.

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

Understanding the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a absence of data. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a alarming recent 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 valid. A significant number of the women interviewed for the investigation had in the past undergone traumatic births.

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia 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”. The inquiry shows that behind the image of an rebellious sisterhood lies an operation that coaches 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 Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the option of home birth and the provision of data to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.