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Despite all the established progress of modern medicine, certain people are attracted to non-traditional or “holistic” cures and practices. A number of these are not dangerous. As one cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the explosion of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to pregnant mothers has exposed dozens cases of late-term stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the entity is headquartered 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 professor of midwifery.

Examining the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a alarming recent report found two-thirds of maternity units 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 spoken to for the investigation had in the past experienced distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding suspicion about official advice.

Concern is growing that such ideas are gaining more general purchase. 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 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 claim to be a qualified medical provider.

The Need 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 made available online and many people use these to beneficial effect. But there is also a need for safeguards from dangerous advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

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