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In spite of all the established progress of contemporary medicine, certain people are drawn to non-traditional or “natural” remedies and practices. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can help.

The Rise of Digital Health Influencers

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its reach is international.

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

Examining the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting experience, and high-quality care is not 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 specific, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had previously experienced traumatic births.

Distrust and the Spread of Misinformation

But while distrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about official advice.

Concern is growing that such beliefs are gaining more widespread traction. One presentation 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 anti-establishment sisterhood lies an operation that coaches women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Requirement for Safeguards 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 positive effect. But there is also a need for protections from poor advice. It is widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the provision of clear information to support women in making decisions. Policymakers and organizations such as the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not compromised.