🔗 Share this article

In spite of all the established progress of modern medicine, some people are drawn to alternative or “holistic” remedies and practices. A number of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Rise of Online Health Figures

But the explosion of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. An investigation into a particular business offering membership and advice to pregnant mothers has revealed numerous cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor 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 poorly documented due to a lack of reliable information. Childbirth can be a frightening prospect, and excellent care is far from guaranteed. In England, a alarming recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had previously experienced traumatic births.

Distrust and the Spread of Misinformation

But while mistrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and feeding suspicion about official advice.

Concern is growing that such beliefs are gaining more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious community lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Requirement for Protections and Improvements

There is no going 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 beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They should include the choice of home birth and the availability of data to empower women in making decisions. Policymakers and organizations including the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not undermined.