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Despite all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. Many of these are not dangerous. As a cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular organization providing membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

“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 expert of midwifery.

Understanding the Risks and Background

Childbirth 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 lack of data. Childbirth can be a frightening prospect, and excellent care is not 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 particular, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had previously experienced traumatic births.

Distrust and the Proliferation of Misinformation

But while distrust of institutions may be rooted in 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 supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling suspicion about official advice.

Concern is growing that such ideas are acquiring more widespread traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment sisterhood 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 Reforms

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for protections from dangerous advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to maternity services 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 organizations including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.