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In spite of all the proven advances of modern medicine, certain people are drawn to non-traditional or “holistic” cures and approaches. A number of these do no harm. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Digital Health Figures

But the proliferation 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 providing membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the company is based 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,” according to a expert of midwifery.

Examining the Dangers and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a daunting prospect, 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.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had previously experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and fuelling paranoia about government advice.

Worry is growing that such beliefs are acquiring 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 image of an anti-establishment sisterhood lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Protections 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 critical necessity for protections from poor advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the availability of data to support women in choosing their care. Ministers and bodies such as the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.