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In spite of all the proven advances of modern medicine, some people are drawn to alternative or “natural” remedies and approaches. Many of these are not dangerous. As one cancer specialist noted 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 poses challenges that governments and regulators 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 late-term fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is global.

“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 expert of midwifery.

Examining the Dangers and Background

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a daunting prospect, and high-quality care is not guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services 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 spoken to for the inquiry had previously experienced traumatic 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 breeding 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 implicated in spreading falsehoods about vaccines and feeding suspicion about government advice.

Worry is growing that such beliefs are acquiring more general traction. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an rebellious community lies an operation that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Safeguards and Reforms

There is no going back to a time when doctors were presumed 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 critical necessity for safeguards from dangerous advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the provision of clear information to support women in making decisions. Ministers and organizations such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.