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Despite all the proven progress of contemporary medicine, certain people are drawn to alternative or “holistic” remedies and approaches. A number of these are not dangerous. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Rise of Digital Health Figures

But the explosion of online health influencers presents challenges that governments and regulators in many countries have not fully understood. An investigation into one such organization providing membership and advice to expectant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence 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 professor of midwifery.

Understanding the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent care is not 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 justified. A significant number of the women spoken to for the inquiry had in the past experienced traumatic births.

Skepticism and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling suspicion about official advice.

Worry is rising that such ideas are gaining more widespread purchase. One presentation 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 operation that trains women as social media influencers as in addition to birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards and Reforms

There is no going 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 poor advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the choice of home birth and the availability of data to empower women in making decisions. Ministers and organizations including the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not compromised.