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In spite of all the established progress of modern medicine, some people are drawn to non-traditional or “holistic” remedies and practices. A number of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not instead of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Online Health Figures

But the proliferation of online health influencers poses problems that governments and regulators in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to expectant mothers has exposed dozens cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its reach is global.

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

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a frightening experience, and high-quality 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 particular, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had previously undergone distressing births.

Skepticism and the Spread of Falsehoods

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

Worry is growing that such ideas are gaining more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an operation that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Requirement for Safeguards and Improvements

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 beneficial effect. But there is also a need for safeguards from poor advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the provision of clear information to empower women in making decisions. 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.