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Despite all the proven advances of modern medicine, certain people are drawn to non-traditional or “natural” remedies and approaches. A number of these do no harm. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Rise of Online Health Figures

But the proliferation of online health influencers presents challenges that authorities and oversight bodies in many countries have yet to grasp. An investigation into a particular organization providing membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is international.

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

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Skepticism and the Proliferation of Falsehoods

But while mistrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling suspicion about official advice.

Worry is growing that such beliefs are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious community lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not claim 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 positive effect. But there is also a need for protections from poor advice. It is well known 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 clear information to support women in choosing their care. Ministers and bodies including the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not compromised.