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Despite all the proven progress of contemporary medicine, some people are attracted to non-traditional or “holistic” remedies and practices. Many of these are not dangerous. As a cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Proliferation of Online Health Influencers

But the explosion of online health influencers poses problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular organization providing membership and advice to pregnant mothers has exposed dozens cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

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

Examining the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a absence of reliable information. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a alarming recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

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

Skepticism and the Spread 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 unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Worry is growing that such beliefs are acquiring more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an rebellious community lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Need for Protections and Reforms

There is no turning the clock back to a time when doctors were assumed 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 poor advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They should include the choice of home birth and the provision of clear information to support women in choosing their care. Policymakers and bodies including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not undermined.