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In spite of all the established advances of contemporary medicine, some people are attracted to alternative or “holistic” remedies and practices. A number of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Digital Health Figures

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have yet to grasp. An investigation into a particular organization offering membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

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

Understanding the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a frightening experience, and high-quality care is far from 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 particular, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the inquiry had in the past experienced distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and feeding suspicion about government advice.

Concern is rising that such beliefs are acquiring more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an rebellious community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Requirement for Protections and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Huge 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 widely understood that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They must include the option of home birth and the provision of data to empower women in choosing their care. Policymakers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not undermined.