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Despite all the established progress of modern medicine, some people are drawn to alternative or “holistic” remedies and approaches. Many of these are not dangerous. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the explosion of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular organization offering membership and advice to expectant mothers has exposed dozens cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the company is based 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,” according to a professor of midwifery.

Examining the Dangers and Background

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are poorly documented due to a absence of data. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recent report found two-thirds 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 justified. Many of the women interviewed for the investigation had in the past experienced distressing births.

Distrust and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also proved to be a fertile ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling paranoia about official advice.

Worry is rising that such beliefs are gaining more general 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 anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The organization 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 presumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for protections from dangerous advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to maternity services are urgently needed. They should include the option of home birth and the provision of data to support women in making decisions. Ministers and bodies including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.