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In spite of all the established advances of contemporary medicine, some people are drawn to alternative or “holistic” cures and approaches. A number of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Proliferation 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 stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is global.

“Across 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 Dangers and Context

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

Concerns of medical systems and specific, persistent issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had in the past experienced distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding suspicion about government advice.

Concern is rising that such ideas are acquiring more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for safeguards from dangerous advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to maternity services are urgently needed. They must include the choice of home birth and the provision of data to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not undermined.