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In spite of all the established progress of modern medicine, certain people are drawn to non-traditional or “natural” cures and approaches. Many of these are not dangerous. 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 in place of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Digital Health Figures

But the explosion of online health influencers poses problems that governments and regulators in many countries have not fully understood. A recent inquiry into one such organization providing membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence is global.

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

Examining the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had in the past undergone traumatic births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Concern is growing that such ideas are gaining more general traction. 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 image of an anti-establishment community lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards and Reforms

There is no turning the clock 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 beneficial effect. But there is also a need for safeguards from poor advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the provision of data to support women in making decisions. Ministers and bodies including the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not compromised.