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In spite of all the established progress of modern medicine, certain people are drawn to non-traditional or “natural” remedies and practices. Many of these do no harm. As one cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers presents problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular organization providing membership and advice to expectant mothers has exposed dozens cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is international.

“Across 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, sometimes called free birth, is permitted in nations including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a alarming recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the investigation had in the past experienced traumatic births.

Skepticism and the Proliferation of Misinformation

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

Concern is growing that such beliefs are gaining more general purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an anti-establishment sisterhood lies an operation 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 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 positive effect. But there is also a need for protections from poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to maternity services cannot come soon enough. They should include the option of home birth and the availability of clear information to support women in choosing their care. Ministers and organizations including the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not undermined.