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Despite all the established progress of modern medicine, some people are drawn to alternative or “natural” remedies and approaches. A number of these do no harm. As a cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Online Health Influencers

But the explosion of online health influencers poses challenges that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into one such organization offering membership and advice to expectant mothers has revealed dozens cases of late-term stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

“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.

Understanding the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a daunting experience, and excellent care is far from guaranteed. In England, a shocking recently published report found two-thirds 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 justified. Many of the women interviewed for the inquiry had previously experienced traumatic births.

Distrust and the Spread of Falsehoods

But while mistrust of institutions may be based on experience, it has also become a breeding ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Concern is rising that such ideas are gaining more widespread traction. One presentation 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 anti-establishment community lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Need 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 made available online and many people use these to beneficial effect. But there is also a critical necessity for protections from poor advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to childbirth care 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 including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not undermined.