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In spite of all the proven advances of modern medicine, some people are attracted to non-traditional or “holistic” remedies and approaches. A number of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can help.

The Proliferation of Online Health Figures

But the explosion of online health influencers presents challenges that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to pregnant mothers has exposed dozens cases of late-term stillbirths or other severe injury involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is global.

“For whole populations, going through labour and birth without professional support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Dangers and Background

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a daunting experience, 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.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the investigation had previously experienced traumatic births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling suspicion about government advice.

Worry is growing that such ideas are gaining more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an anti-establishment community lies an operation that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a qualified medical provider.

The Requirement for Safeguards 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 poor advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the choice of home birth and the availability of data to empower women in choosing their care. Policymakers and organizations including the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not undermined.