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In spite of all the proven advances of modern medicine, certain people are attracted to alternative or “holistic” cures and practices. A number of these are not dangerous. As one 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, evidence-based treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Rise of Online Health Figures

But the explosion of online health influencers poses challenges that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular organization offering membership and advice to pregnant mothers has revealed dozens cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

“For 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 Risks and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming 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. Many of the women interviewed for the investigation had in the past undergone traumatic births.

Skepticism and the Spread of Misinformation

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 “wellness” industry supposedly focused on healthy living was involved in spreading lies about vaccines and fuelling paranoia about official advice.

Concern is growing that such beliefs are gaining more general purchase. One presentation 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 community 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 turning the clock back to a time when doctors were presumed to know best. Huge 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 well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the availability of data to empower women in choosing their care. Policymakers and bodies including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.