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In spite of all the proven advances of modern medicine, certain people are drawn to alternative or “natural” cures and practices. Many of these are not dangerous. As a cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, 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 Digital Health Influencers

But the explosion of online health influencers presents challenges that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to pregnant mothers has exposed numerous cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

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

Examining the Dangers and Context

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 data. Childbirth can be a frightening prospect, and high-quality care is far from guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had in the past undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling paranoia about official advice.

Concern is rising that such ideas 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 image of an rebellious sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The group does not present itself 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. Huge 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 dangerous advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the choice of home birth and the provision of clear information to support women in making decisions. Ministers and organizations including the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not undermined.