🔗 Share this article

In spite of all the established advances of modern medicine, certain people are drawn to non-traditional or “natural” cures and approaches. Many of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise of Digital Health Influencers

But the proliferation of online health influencers poses challenges that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular organization providing 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 entity 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 Dangers and Background

Giving birth 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 prospect, and excellent care is not guaranteed. In England, a alarming recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases valid. A significant number of the women interviewed for the inquiry had in the past undergone distressing births.

Distrust and the Proliferation of Falsehoods

But while mistrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers looking for followers to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and fuelling suspicion about government advice.

Concern is rising that such ideas are gaining more general 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 anti-establishment community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Requirement for Protections and Reforms

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 positive effect. But there is also a critical necessity for protections from poor advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to maternity services are urgently needed. They should include the option of home birth and the availability of data to empower women in choosing their care. Policymakers and organizations such as the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not undermined.