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In spite of all the established progress of modern medicine, certain people are drawn to alternative or “holistic” cures and approaches. Many of these are not dangerous. As a cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the explosion of online health influencers presents challenges that authorities and regulators in many countries have yet to grasp. An investigation into one such organization providing membership and advice to pregnant mothers has exposed numerous cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

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

Examining the Risks and Context

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a frightening prospect, and high-quality care is not 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 particular, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had in the past experienced distressing births.

Distrust and the Spread of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Concern is rising that such ideas are gaining more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened 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 well as birth attendants. The organization does not claim 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 presumed 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 safeguards from dangerous advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the choice of home birth and the provision of clear information to empower women in making decisions. Policymakers and organizations such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not undermined.