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Despite all the proven progress of modern medicine, certain people are attracted to non-traditional or “holistic” remedies and approaches. A number of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the proliferation of online health influencers poses problems that governments and regulators in many countries have yet to grasp. A recent inquiry into one such business providing membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Examining the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the investigation had previously experienced distressing births.

Skepticism and the Spread of Misinformation

But while mistrust of established systems may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Concern is growing that such ideas are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Safeguards and Reforms

There is no turning the clock back to a time when doctors were assumed 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 critical necessity for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the availability of data to empower women in making decisions. Ministers and bodies including the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not undermined.