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In spite of all the proven progress of modern medicine, certain people are attracted to alternative or “holistic” cures and approaches. Many of these do no harm. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can help.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have not fully understood. A recent inquiry into one such business providing membership and advice to expectant mothers has exposed numerous cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach 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 expert of midwifery.

Examining the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in nations 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 far from 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. Many of the women spoken to for the inquiry had in the past experienced distressing births.

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and feeding paranoia about official advice.

Worry is rising that such beliefs are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated 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 organization does not claim to be a qualified medical provider.

The Need 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 beneficial effect. But there is also a need for safeguards 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 are urgently needed. They must include the option of home birth and the provision of clear information to empower women in choosing their care. Policymakers and bodies including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.