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In spite of all the established progress of contemporary medicine, some people are attracted to non-traditional or “holistic” cures and approaches. A number of these are not dangerous. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise of Digital Health Figures

But the proliferation of online health influencers poses challenges that authorities and oversight bodies in many countries have not fully understood. An investigation into one such organization offering membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its reach is international.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Examining the Risks and Background

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously experienced distressing births.

Distrust and the Proliferation of Misinformation

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and fuelling suspicion about official advice.

Concern is rising that such ideas are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Need for Protections and Improvements

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for protections from poor advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the choice of home birth and the provision of data to empower women in making decisions. Policymakers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not compromised.