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In spite of all the proven advances of contemporary medicine, some people are drawn to non-traditional or “holistic” cures and practices. Many of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Rise of Digital Health Figures

But the proliferation of online health influencers presents challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into a particular business offering membership and advice to pregnant mothers has exposed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence 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 expert of midwifery.

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Misinformation

But while mistrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling suspicion about government advice.

Worry is growing that such beliefs are acquiring more general purchase. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Need for Safeguards 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 positive effect. But there is also a need for protections from poor advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the choice of home birth and the provision of data to empower women in choosing their care. Ministers and bodies such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not compromised.