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Despite all the established progress of contemporary medicine, some people are drawn to non-traditional or “natural” remedies and approaches. A number of these are not dangerous. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Health Figures

But the proliferation of online health influencers poses problems that governments and regulators in many countries have not fully understood. An investigation into one such organization providing membership and advice to pregnant mothers has exposed numerous cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the entity is based 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,” according to a professor of midwifery.

Understanding the Dangers and Background

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases valid. A significant number of the women interviewed for the inquiry had previously experienced distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and fuelling suspicion about government advice.

Worry is rising that such ideas are gaining more widespread purchase. One paper 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 rebellious sisterhood lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Requirement for Protections 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 critical necessity for protections from poor advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the choice of home birth and the provision of clear information to empower women in making decisions. Policymakers and bodies including the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not undermined.