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Despite all the established advances of contemporary medicine, some people are drawn to alternative or “natural” remedies and practices. A number of these do no harm. As one cancer specialist noted in the past year, people receiving 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 usually not a concern. If it reduces distress, it can be beneficial.

The Proliferation 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 a particular business providing membership and advice to pregnant mothers has revealed dozens cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is global.

“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 expert of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a daunting experience, and high-quality 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.

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 investigation had in the past undergone distressing births.

Skepticism and the Proliferation of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also proved to be 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 sisterhood 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 Requirement for Protections and Improvements

There is no going 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 positive effect. But there is also a need for protections from dangerous advice. It is widely understood that the algorithms used by tech companies promote 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 clear information to support women in choosing their care. Policymakers and bodies including the World Health Organization should also create strategies for the information ecosystem so that science-based healthcare is not compromised.