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In spite of all the proven progress of contemporary medicine, some people are drawn to non-traditional or “natural” remedies and practices. A number of these are not dangerous. As one cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the proliferation of online health influencers presents challenges that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular organization offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is global.

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

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a frightening prospect, and high-quality care is far from guaranteed. In England, a alarming recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Misinformation

But while distrust of institutions may be based on experience, it has also become a fertile ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia about official advice.

Concern is growing that such beliefs are gaining more widespread purchase. 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 trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a need for safeguards from poor advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the provision of clear information to empower women in choosing their care. Policymakers and bodies such as the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not compromised.