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In spite of all the proven progress of modern medicine, some people are drawn to non-traditional or “natural” remedies and approaches. A number of these are not dangerous. As a cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Rise of Online Health Influencers

But the explosion of online health influencers presents challenges that authorities and oversight bodies in many countries have not fully understood. An investigation into a particular business offering membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is international.

“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.

Understanding the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a alarming recently published report found a large majority 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 valid. A significant number of the women spoken to for the inquiry had previously undergone distressing births.

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and feeding suspicion about government advice.

Worry is rising that such ideas are gaining more general traction. One presentation 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 rebellious 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 Protections and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the option of home birth and the availability of clear information to support women in making decisions. Ministers and organizations including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.