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In spite of all the proven advances of modern medicine, some people are attracted to alternative or “holistic” cures and approaches. Many of these do no harm. As a cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not in place of, scientifically-backed treatment, this is usually 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 problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular business providing membership and advice to pregnant mothers has exposed dozens cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is global.

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

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a alarming recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had previously experienced traumatic births.

Skepticism and the Spread of Falsehoods

But while distrust of institutions may be based on experience, it has also become a breeding ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and fuelling suspicion about government advice.

Concern is rising that such ideas are gaining more general purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an enterprise 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 turning the clock back to a time when doctors were presumed 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 need for safeguards from poor advice. It is widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They should include the choice of home birth and the provision of clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not compromised.