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In spite of all the proven 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 in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Proliferation of Digital Health Figures

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. An investigation into a particular business offering membership and advice to expectant mothers has exposed numerous cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is international.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had previously experienced traumatic births.

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. 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 rising that such beliefs are gaining more general traction. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an anti-establishment sisterhood lies an operation that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were presumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a need for safeguards from dangerous advice. It is widely understood 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 choice of home birth and the availability of data to empower women in making decisions. Ministers and bodies including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.