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Despite all the proven advances of contemporary medicine, certain people are attracted to alternative or “holistic” cures and approaches. Many of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Online Health Figures

But the proliferation of online health influencers poses challenges that authorities 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 numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence is global.

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

Examining the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a alarming recently published report found a large majority of maternity units 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 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 followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling suspicion about government advice.

Worry is rising that such beliefs 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 facade of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no going back to a time when doctors were assumed to know best. Vast quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They should 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 strategies for the information ecosystem so that evidence-based healthcare is not compromised.