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In spite of all the established advances of modern medicine, certain people are drawn to alternative or “holistic” remedies and practices. Many of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins as well. 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 be beneficial.

The Rise of Online Health Figures

But the explosion of online health influencers poses challenges that authorities and regulators in many countries have yet to grasp. An investigation into one such organization providing membership and advice to expectant mothers has revealed numerous cases of third-trimester fetal deaths 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.

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

Understanding the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a daunting experience, and excellent 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.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously undergone traumatic births.

Distrust and the Proliferation of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such beliefs are acquiring more general purchase. 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 rebellious sisterhood lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Requirement for Safeguards and Improvements

There is no going 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 positive effect. But there is also a critical necessity for safeguards from poor advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the option of home birth and the availability of clear information to support women in making decisions. Ministers and organizations including the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not compromised.