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Despite all the established progress of modern medicine, certain people are attracted to non-traditional or “holistic” cures and practices. Many of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the explosion of online health influencers presents challenges that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into a particular business offering membership and advice to pregnant mothers has revealed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without skilled support is linked to 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 risks are poorly documented due to a lack 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 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 distressing births.

Skepticism and the Proliferation of Falsehoods

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for followers 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 fuelling paranoia about official advice.

Concern is growing that such ideas are acquiring more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Need for Protections and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the option of home birth and the provision of clear information to support women in making decisions. Ministers and bodies including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.