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Despite all the proven advances of modern medicine, certain people are drawn to non-traditional or “natural” cures and approaches. Many of these are not dangerous. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can help.

The Proliferation of Online Health Figures

But the proliferation of online health influencers presents problems that governments and regulators in many countries have not fully understood. An investigation into a particular business providing membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its reach is international.

“Across 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.

Examining the Risks and Background

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a alarming recent report found a large majority 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 interviewed for the inquiry had previously undergone traumatic births.

Skepticism and the Proliferation of Misinformation

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

Concern is growing that such ideas are gaining more general 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 rebellious sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Protections and Reforms

There is no going 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 beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the option of home birth and the provision of clear information to support women in choosing their care. Policymakers and bodies including the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not undermined.