Birth Advocates: The Public Needs Protecting from Bad Advice.

In spite of all the established advances of contemporary medicine, some people are drawn to non-traditional or “natural” cures and approaches. Many of these are not dangerous. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the proliferation of online health influencers presents challenges that authorities and oversight bodies in many countries have not fully understood. An investigation into one such organization providing membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is international.

“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 expert of midwifery.

Examining the Dangers and Context

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

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had previously experienced distressing births.

Skepticism and the Proliferation of Falsehoods

But while distrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such ideas are acquiring more widespread traction. One presentation given at a medical symposium 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 coaches women as social media influencers as in addition to birth attendants. The group does not present itself 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 published 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 maternity services are urgently needed. They must include the option of home birth and the availability of data to empower women in choosing their care. Ministers and organizations such as the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not compromised.