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In spite of all the established advances of modern medicine, certain people are drawn to non-traditional or “natural” cures and approaches. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the explosion of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. An investigation into one such organization providing membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is international.

“For 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 expert of midwifery.

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of data. 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 hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had previously experienced distressing births.

Skepticism and the Spread of Falsehoods

But while distrust 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 ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about official advice.

Concern is growing that such beliefs are acquiring more general purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious community lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Requirement for Protections and Improvements

There is no going 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 beneficial effect. But there is also a critical necessity for protections from dangerous advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the availability of data to support women in making decisions. Ministers and organizations such as the World Health Organization should also create strategies for the information ecosystem so that science-based healthcare is not compromised.