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In spite of all the established advances of contemporary medicine, some people are drawn to alternative or “natural” cures and approaches. A number of these are not dangerous. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can help.

The Rise of Online Health Influencers

But the explosion of online health influencers presents challenges that governments and regulators in many countries have not fully understood. An investigation into a particular business providing membership and advice to pregnant mothers has exposed dozens cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is global.

“Across whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is permitted 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 excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had in the past undergone traumatic births.

Distrust and the Spread of Misinformation

But while mistrust of established systems may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and feeding paranoia about official advice.

Worry 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”. The inquiry shows that behind the facade of an anti-establishment community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not claim 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 made available online and many people use these to positive effect. But there is also a critical necessity for safeguards from poor advice. It is well known that the automated systems used by tech companies promote more extreme content.

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