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Despite all the proven progress of contemporary medicine, certain people are drawn to non-traditional or “natural” remedies and approaches. A number of these are not dangerous. As one cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not instead 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 explosion of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. An investigation into a particular business providing membership and advice to pregnant mothers has exposed numerous cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is global.

“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.

Examining the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases valid. A significant number of the women interviewed for the investigation had previously experienced traumatic births.

Skepticism and the Spread of Misinformation

But while distrust of established systems may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Concern is growing that such ideas are acquiring 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 sisterhood lies an operation 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 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 algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the choice of home birth and the availability of clear information to empower women in making decisions. Ministers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not undermined.