🔗 Share this article

In spite of all the proven progress of modern medicine, certain people are attracted to alternative or “holistic” cures and approaches. A number of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Online Health Influencers

But the explosion of online health influencers presents challenges that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into one such organization offering membership and advice to pregnant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is global.

“Across 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 expert of midwifery.

Understanding the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services 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 spoken to for the inquiry had in the past experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while distrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers looking for converts 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 paranoia about government advice.

Worry is growing that such beliefs are gaining more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious community lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock back to a time when doctors were presumed to know best. Vast quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a critical necessity for protections from poor advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the choice of home birth and the availability of clear information to support women in choosing their care. Ministers and organizations such as the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.