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In spite of all the established advances of modern medicine, some people are drawn to alternative or “natural” remedies and approaches. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Online Health Figures

But the explosion of online health influencers presents problems that governments and regulators in many countries have not fully understood. A recent inquiry into a particular business offering membership and advice to pregnant mothers has exposed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is global.

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

Examining the Dangers and Background

Giving birth 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 lack of data. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had in the past undergone traumatic births.

Skepticism and the Proliferation of Misinformation

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

Concern is rising that such beliefs are acquiring more general 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 image of an anti-establishment community lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Improvements

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

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the option of home birth and the availability of data to empower women in choosing their care. Ministers and organizations such as the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not compromised.