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In spite of all the proven progress of modern medicine, some people are attracted to non-traditional or “natural” cures and practices. A number of these do no harm. As a 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 concern. If it lessens distress, it can help.

The Rise of Digital Health Influencers

But the explosion of online health influencers presents problems that authorities and regulators in many countries have not fully understood. An investigation into a particular organization offering membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is international.

“For whole populations, going through labour and birth without skilled support is associated with 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 not well understood due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

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

Skepticism and the Spread of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling paranoia about official advice.

Concern is growing that such beliefs are acquiring more widespread purchase. One paper given at a cancer conference 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 trains women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Requirement 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 published online and many people use these to beneficial effect. But there is also a need for protections from poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the choice of home birth and the availability of data to empower women in making decisions. Policymakers and bodies including the World Health Organization should also create strategies for the information ecosystem so that science-based healthcare is not undermined.