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In spite of all the proven progress of contemporary medicine, certain people are attracted to alternative or “holistic” remedies and approaches. Many of these do no harm. As a cancer specialist noted recently, people undergoing 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 typically not a problem. If it reduces distress, it can be beneficial.

The Rise of Online Health Figures

But the proliferation of online health influencers poses challenges that authorities and regulators in many countries have yet to grasp. An investigation into one such business offering membership and advice to expectant mothers has revealed dozens cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal 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 experience, and excellent care is far from guaranteed. In England, a alarming recently published report found a large majority 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 previously experienced distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and fuelling paranoia about official advice.

Worry is rising that such beliefs are acquiring more widespread traction. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image 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 certified medical provider.

The Need 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 published online and many people use these to positive effect. But there is also a critical necessity for safeguards from dangerous 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 must include the option of home birth and the provision of clear information to support women in making decisions. Policymakers and bodies including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not undermined.