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Despite all the proven advances of modern medicine, certain people are drawn to non-traditional or “natural” cures and approaches. A number of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Proliferation of Online Health Figures

But the explosion of online health influencers presents challenges that authorities and regulators in many countries have yet to grasp. An investigation into one such business providing membership and advice to expectant mothers has exposed dozens cases of third-trimester stillbirths or other severe injury 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.

Understanding the Dangers and Background

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a daunting experience, and high-quality 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.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the investigation had in the past undergone distressing births.

Distrust and the Proliferation of Misinformation

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Concern is rising that such beliefs are gaining more general 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 image of an rebellious community lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a qualified medical provider.

The Requirement for Safeguards and Reforms

There is no going 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 beneficial effect. But there is also a critical necessity for protections from poor advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They must include the choice of home birth and the provision of data to support women in choosing their care. Policymakers and organizations including the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not compromised.