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Despite all the established advances of modern medicine, certain people are attracted to alternative 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 alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have yet to grasp. An investigation into a particular organization providing membership and advice to expectant mothers has revealed numerous cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is global.

“Across 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 Context

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a lack 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.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously undergone traumatic births.

Distrust and the Proliferation of Falsehoods

But while mistrust of institutions 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 philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and feeding paranoia about government advice.

Concern is growing that such ideas 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”. 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 present itself to be a qualified medical provider.

The Need for Safeguards 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 safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the choice of home birth and the availability of clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.