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Despite all the established advances of contemporary medicine, some people are drawn to alternative or “natural” cures and practices. 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 too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can be beneficial.

The Rise of Online Health Figures

But the explosion of online health influencers presents challenges that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is international.

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

Understanding the Risks and Background

Giving birth 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 excellent care is far from guaranteed. In England, a shocking recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases valid. A significant number of the women interviewed for the investigation had in the past undergone distressing births.

Distrust and the Spread of Falsehoods

But while distrust of established systems may be based on experience, it has also become a breeding ground for other influencers looking for followers to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and feeding paranoia 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 image of an rebellious sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Requirement for Safeguards and Reforms

There is no turning the clock back to a time when doctors were presumed 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 dangerous advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

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