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In spite of all the proven advances of modern medicine, some people are drawn to non-traditional or “holistic” cures and practices. A number of these are not dangerous. As one cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Health Figures

But the proliferation of online health influencers presents problems that governments and oversight bodies in many countries have not fully understood. An investigation into a particular organization offering membership and advice to pregnant mothers has exposed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is global.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Examining the Dangers and Background

Childbirth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a alarming 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. Many of the women spoken to for the inquiry had previously experienced distressing births.

Skepticism and the Spread of Misinformation

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

Worry is rising that such beliefs are acquiring more general traction. 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 community lies an operation that trains women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Need for Protections and Reforms

There is no turning the clock 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 critical necessity for protections from dangerous advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the option of home birth and the provision of data to support women in making decisions. Policymakers and organizations such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.