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Despite all the proven progress of modern medicine, some people are drawn to alternative or “natural” cures and approaches. A number of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Proliferation of Digital Health Figures

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. An investigation into one such business offering membership and advice to expectant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is international.

“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.

Understanding the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a frightening experience, and high-quality care is far from 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 particular, longstanding issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had in the past experienced distressing births.

Skepticism and the Proliferation of Misinformation

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

Concern is rising that such beliefs are gaining more widespread traction. One paper 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 operation that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Safeguards 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 need for protections from dangerous advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to maternity services are urgently needed. They must include the option of home birth and the availability of data to support women in choosing their care. Policymakers and bodies including the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not compromised.