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Despite all the proven advances 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 receiving cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the explosion of online health influencers presents problems that governments and regulators in many countries have not fully understood. An investigation into one such business providing membership and advice to expectant mothers has revealed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is international.

“For 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 professor of midwifery.

Understanding the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of data. Childbirth can be a frightening experience, and high-quality care is far from 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 specific, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had in the past undergone traumatic births.

Skepticism and the Spread of Misinformation

But while mistrust of established systems 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 “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about official advice.

Worry is growing that such ideas are gaining more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious community lies an operation that trains women as social media influencers as well as birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Protections and Improvements

There is no going back to a time when doctors were assumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for protections from poor advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the choice of home birth and the provision of data to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not compromised.