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Despite all the proven progress of contemporary medicine, certain people are attracted to alternative or “natural” cures and practices. A number 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 change is alongside, and not in place of, scientifically-backed treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Rise of Digital Health Influencers

But the proliferation of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. An investigation into one such business offering membership and advice to expectant mothers has exposed dozens cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

“For 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 Risks and Background

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases valid. A significant number of the women interviewed for the inquiry had previously experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and fuelling suspicion about government advice.

Worry is growing that such beliefs are gaining more widespread 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 group does not claim to be a qualified medical provider.

The Need for Protections and Improvements

There is no going 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 beneficial effect. But there is also a need for safeguards from poor advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They must include the option of home birth and the availability of data to support women in choosing their care. Ministers and bodies including the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not compromised.