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In spite of all the established progress of contemporary medicine, some people are attracted to non-traditional or “holistic” cures and approaches. Many of these are not dangerous. 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 instead of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Rise of Digital Health Influencers

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into a particular business providing membership and advice to expectant mothers has revealed 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 global.

“For whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Understanding the Dangers and Context

Childbirth 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 two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had previously undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of established systems may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and feeding paranoia about government advice.

Concern is rising that such ideas are acquiring more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Requirement for Protections and Improvements

There is no turning the clock 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 positive effect. But there is also a need for protections from dangerous advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the availability of clear information to support women in choosing their care. Policymakers and organizations including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.