🔗 Share this article

In spite of all the proven progress of contemporary medicine, some people are drawn to alternative or “holistic” remedies and approaches. A number of these do no harm. As one cancer specialist noted 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 problem. If it reduces distress, it can be beneficial.

The Rise of Digital Health Figures

But the explosion of online health influencers poses problems that governments and regulators in many countries have not fully understood. A recent inquiry into a particular business providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is international.

“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 professor of midwifery.

Understanding the Risks and Background

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recent report found a large majority 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 interviewed for the inquiry had in the past experienced distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers looking for converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and feeding paranoia about government advice.

Concern is rising that such beliefs are gaining more general purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an rebellious community lies an operation that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Requirement for Safeguards and Reforms

There is no going 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 need for safeguards from poor advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the availability of clear information to support women in making decisions. Ministers and bodies including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.