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Despite all the established advances of contemporary medicine, certain people are attracted to alternative or “holistic” cures and approaches. Many of these do no harm. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not instead of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Rise of Digital Health Figures

But the explosion of online health influencers poses challenges that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular business offering membership and advice to pregnant mothers has exposed dozens cases of late-term stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is international.

“Across 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.

Understanding the Dangers and Background

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recent report found a large majority 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 valid. A significant number of the women spoken to for the inquiry had previously undergone distressing births.

Distrust and the Spread of Misinformation

But while mistrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers looking for converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling paranoia about government advice.

Worry is growing that such beliefs are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an rebellious sisterhood lies an enterprise 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 going 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 need for safeguards from poor advice. It is widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the option of home birth and the availability of data to support women in choosing their care. Ministers and bodies including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.