🔗 Share this article

In spite of all the established advances of contemporary medicine, some people are attracted to alternative or “holistic” remedies and approaches. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not instead of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Rise of Online Health Influencers

But the proliferation of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. An investigation into one such business providing 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 reach is global.

“Across whole populations, going through labour and birth without professional support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a alarming recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Distrust and the Spread of Falsehoods

But while mistrust of institutions may be based on 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 implicated in spreading lies about vaccines and fuelling paranoia about government advice.

Worry is rising that such ideas are acquiring more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry 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 group does not present itself to be a qualified 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. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for protections from poor advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the option of home birth and the availability of data to support women in making decisions. Policymakers and bodies including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.