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In spite of all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “holistic” cures and practices. A number of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not in place of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can help.

The Proliferation of Digital Health Figures

But the proliferation of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. An investigation into one such organization offering membership and advice to pregnant mothers has exposed dozens cases of late-term stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is international.

“For whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Dangers and Context

Childbirth 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 absence of reliable information. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a shocking 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 undergone traumatic births.

Distrust and the Proliferation of Falsehoods

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

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

The Need for Safeguards and Reforms

There is no going 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 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 clear information to empower women in choosing their care. Ministers and bodies including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.