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In spite of all the established progress of modern medicine, certain people are attracted to alternative or “holistic” remedies and approaches. A number of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Online Health Influencers

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have not fully understood. An investigation into one such organization providing membership and advice to expectant mothers has exposed dozens cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is global.

“For whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks 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 shocking recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

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

Skepticism and the Proliferation of Falsehoods

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and feeding paranoia about government advice.

Worry is rising that such ideas are acquiring more widespread traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is well known 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 support women in choosing their care. Ministers and organizations such as the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not undermined.