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Despite all the proven advances of modern medicine, some people are drawn to alternative or “holistic” cures and approaches. A number of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Rise of Online Health Influencers

But the explosion of online health influencers poses problems that governments and regulators in many countries have yet to grasp. An investigation into a particular organization offering membership and advice to expectant mothers has revealed numerous cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is international.

“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.

Examining the Dangers and Background

Childbirth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a daunting experience, and excellent care is far from guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had previously experienced traumatic births.

Distrust and the Proliferation of Falsehoods

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 “wellness” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and fuelling paranoia about government advice.

Concern is growing that such ideas are gaining more widespread traction. One presentation given at a cancer conference 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 coaches women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Need 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 made available online and many people use these to beneficial effect. But there is also a critical necessity for protections from poor advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the choice of home birth and the provision of clear information to support women in choosing their care. Ministers and bodies including the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not undermined.