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Despite all the proven progress of contemporary medicine, certain people are attracted to non-traditional or “natural” remedies and practices. Many of these do no harm. As a cancer specialist noted recently, 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 problem. If it reduces distress, it can be beneficial.

The Rise of Online Health Influencers

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into one such business offering membership and advice to pregnant mothers has exposed dozens cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence is global.

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

Examining the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted 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 excellent care is far from guaranteed. In England, a alarming recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had in the past undergone traumatic births.

Distrust and the Spread of Falsehoods

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers 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.

Concern is rising that such beliefs are acquiring more general 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 community lies an enterprise 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 Need for Safeguards and Reforms

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 need for protections from poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the choice of home birth and the availability of clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not undermined.