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In spite of all the proven advances of contemporary medicine, some people are drawn to non-traditional or “holistic” cures and approaches. Many of these are not dangerous. 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 in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can be beneficial.

The Rise of Digital Health Influencers

But the explosion of online health influencers poses problems that governments and regulators in many countries have yet to grasp. An investigation into one such business providing membership and advice to expectant mothers has revealed dozens cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Dangers and Background

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a alarming recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had previously undergone distressing births.

Distrust and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also become a breeding 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 implicated in spreading lies about vaccines and feeding paranoia about government advice.

Concern is rising that such beliefs are acquiring 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 anti-establishment community lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not claim 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 assumed to know best. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for safeguards from poor advice. It is widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the choice of home birth and the provision of data to empower women in choosing their care. Policymakers and organizations including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.