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In spite of all the proven progress of modern medicine, certain people are attracted to alternative or “natural” remedies and practices. Many of these do no harm. As one cancer specialist observed recently, 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 typically not a concern. If it reduces distress, it can help.

The Proliferation of Digital Health Figures

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into one such business 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 company is headquartered in North Carolina, its reach is global.

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

Examining the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The potential dangers 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 shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of established systems may be based on experience, it has also become a breeding ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and feeding suspicion about official advice.

Concern is growing that such ideas are acquiring more general traction. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Reforms

There is no turning the clock back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for protections from poor advice. It is widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They must include the option of home birth and the provision of clear information to support women in choosing their care. Ministers and bodies including the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not undermined.