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Despite all the proven progress of modern medicine, some people are drawn to alternative or “holistic” cures and practices. A number of these do no harm. As one cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise of Digital Health Influencers

But the explosion of online health influencers presents problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular business providing membership and advice to expectant mothers has revealed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence is global.

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

Understanding the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a alarming recent report found two-thirds 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. A significant number of the women interviewed for the inquiry had in the past undergone distressing births.

Skepticism and the Spread of Falsehoods

But while distrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers seeking followers to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and fuelling suspicion about government advice.

Worry is growing that such beliefs are acquiring more general traction. One paper given at a medical symposium 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 certified medical provider.

The Requirement for Protections and Improvements

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 need for protections from dangerous advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the choice of home birth and the provision of data to empower women in choosing their care. Policymakers and bodies including the World Health Organization should also create strategies for the information ecosystem so that science-based healthcare is not undermined.