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Despite all the proven progress of contemporary medicine, certain people are attracted to non-traditional or “holistic” remedies and approaches. A number of these are not dangerous. As one cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Proliferation of Digital Health Figures

But the proliferation of online health influencers presents problems that authorities and regulators in many countries have not fully understood. An investigation into one such business providing membership and advice to expectant mothers has revealed dozens cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company 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,” according to a expert of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, 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 established systems may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling paranoia about government advice.

Concern is growing that such ideas are acquiring more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an rebellious community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a certified medical provider.

The Requirement 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 critical necessity for protections from dangerous advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the choice of home birth and the provision of clear information to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not compromised.