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In spite of all the established advances of modern medicine, some people are attracted to non-traditional or “holistic” remedies and practices. Many of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to pregnant mothers has exposed dozens cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the entity 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.

Understanding the Dangers and Background

Childbirth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had previously undergone traumatic births.

Skepticism and the Spread 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 converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and feeding paranoia about government advice.

Concern is rising that such ideas are gaining 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 image of an rebellious sisterhood lies an operation that coaches women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no going 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 beneficial effect. But there is also a need for protections from dangerous advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the choice of home birth and the availability of clear information to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not undermined.