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Despite all the established advances of contemporary medicine, some people are drawn to alternative or “holistic” remedies and practices. Many of these are not dangerous. As a cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not in place of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Online Health Figures

But the explosion of online health influencers presents challenges that governments and regulators in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is based 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 professor of midwifery.

Examining the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are poorly documented due to a absence of reliable information. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had previously experienced 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 breeding ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling paranoia about government advice.

Worry is rising that such ideas are gaining more general traction. One presentation 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 operation that coaches women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Need for Safeguards and Reforms

There is no going back to a time when doctors were presumed to know best. Vast 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 more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the choice of home birth and the availability of clear information to support women in making decisions. 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.