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In spite of all the proven progress of contemporary medicine, some people are drawn to non-traditional or “holistic” remedies and practices. A number of these are not dangerous. As a cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can help.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers presents challenges that authorities and oversight bodies in many countries have not fully understood. An investigation into a particular organization offering membership and advice to pregnant mothers has revealed dozens cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is global.

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

Examining the Risks 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 data. Childbirth can be a frightening 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.

Criticisms 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 inquiry had in the past experienced distressing births.

Distrust 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 followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Concern is rising that such beliefs are gaining more general purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Need for Protections and Reforms

There is no going back to a time when doctors were presumed to know best. Vast quantities of scientific research are published online and many people use these to beneficial effect. But there is also a need for protections from poor advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They must include the choice of home birth and the availability of clear information to empower women in choosing their care. Ministers and bodies such as the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.