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In spite of all the proven progress of modern medicine, certain people are attracted to non-traditional or “holistic” cures and approaches. Many of these are not dangerous. As a cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Online Health Influencers

But the proliferation of online health influencers presents challenges that authorities and regulators in many countries have not fully understood. An investigation into one such organization offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is global.

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

Examining the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a alarming recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

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

Distrust and the Spread of Misinformation

But while distrust of institutions may be rooted in 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 involved in spreading lies about vaccines and feeding suspicion about government advice.

Worry is growing that such beliefs are acquiring more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an rebellious sisterhood lies an operation that coaches women as social media influencers as in addition to birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Protections 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 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 algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They should include the choice of home birth and the provision of data to empower women in making decisions. Ministers and bodies such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.