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Despite all the established progress of modern medicine, some people are attracted to non-traditional or “holistic” cures and practices. Many of these are not dangerous. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Digital Health Figures

But the proliferation of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. An investigation into one such organization providing membership and advice to expectant mothers has exposed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is international.

“Across 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.

Examining the Risks and Background

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a absence 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 particular, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Concern is growing that such ideas are gaining more general purchase. One presentation given at a cancer conference 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 coaches women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Need 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 published online and many people use these to positive effect. But there is also a need for safeguards from poor advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the option of home birth and the availability of data to support women in making decisions. Ministers and bodies including the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not compromised.