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In spite of all the proven advances of contemporary medicine, some people are attracted to non-traditional or “natural” remedies and practices. Many of these do no harm. As a cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Digital Health Figures

But the proliferation of online health influencers presents challenges that governments and regulators in many countries have not fully understood. A recent inquiry into a particular organization offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is based in North Carolina, its influence 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.

Understanding the Dangers and Context

Childbirth 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 absence of data. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the investigation had in the past experienced traumatic births.

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and fuelling paranoia about government advice.

Worry is growing that such ideas 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 rebellious 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 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 poor advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They should include the choice of home birth and the provision of data to support women in choosing their care. Ministers and organizations such as the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not undermined.