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In spite of all the established advances of contemporary medicine, certain people are attracted to non-traditional or “natural” cures and approaches. Many of these are not dangerous. As one cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise 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. An investigation into one such organization providing membership and advice to expectant mothers has exposed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

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

Understanding the Risks and Background

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had previously experienced distressing births.

Distrust and the Spread of Falsehoods

But while mistrust of established systems 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 “well-being” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia about government advice.

Worry is rising that such beliefs are gaining more general traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an operation that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards and Reforms

There is no turning the clock 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 widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the availability of clear information to support women in making decisions. Ministers and bodies such as the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not undermined.