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In spite of all the established advances of contemporary medicine, some people are drawn to non-traditional or “holistic” cures and practices. Many of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Rise of Digital Health Influencers

But the explosion of online health influencers poses problems that governments and regulators in many countries have yet to grasp. An investigation into a particular business providing membership and advice to expectant mothers has revealed dozens cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a shocking recently published 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. A significant number of the women interviewed for the inquiry had previously undergone distressing births.

Distrust and the Proliferation of Misinformation

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

Worry is rising that such ideas are acquiring more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an rebellious 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 certified medical provider.

The Requirement 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 made available online and many people use these to positive effect. But there is also a need for safeguards from dangerous advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the option of home birth and the provision of clear information to empower women in choosing their care. Policymakers and bodies such as the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not undermined.