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Despite all the established progress of modern medicine, some people are drawn to alternative or “natural” cures and practices. A number of these are not dangerous. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers poses problems that governments and regulators in many countries have not fully understood. A recent inquiry into a particular organization offering membership and advice to pregnant mothers has exposed numerous cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

“Across 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.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a daunting prospect, and high-quality 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. A significant number of the women spoken to for the inquiry had in the past experienced traumatic births.

Skepticism and the Proliferation of Misinformation

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about official advice.

Concern is rising that such ideas are acquiring more general purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an rebellious sisterhood lies an enterprise 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 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 published online and many people use these to beneficial 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 are urgently needed. They must include the option of home birth and the availability of data to empower women in making decisions. Policymakers and organizations including the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not undermined.