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Despite all the proven progress of modern medicine, some people are attracted to alternative or “natural” remedies and practices. Many of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers presents problems that authorities and regulators in many countries have not fully understood. An investigation into a particular business providing membership and advice to pregnant mothers has exposed dozens cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” according to a expert 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 potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

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

Distrust and the Spread of Falsehoods

But while distrust of established systems may be rooted in 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 supposedly focused on healthy living was implicated in spreading lies about vaccines and feeding suspicion about official advice.

Worry is growing that such ideas are gaining 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 facade of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The organization does not claim to be a certified medical provider.

The Need for Protections and Reforms

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the choice of home birth and the availability of data to support women in choosing their care. Ministers and organizations such as the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not undermined.