A major investigation by The Guardian has exposed significant risks associated with online health influencers, centring on a business known as the Free Birth Society (FBS). The probe has identified 48 cases of late-term stillbirths or other serious harm involving mothers or birth attendants connected to the group, raising urgent questions about the regulation of digital health advice.
The Disturbing Findings of the Free Birth Society Investigation
The Free Birth Society, based in North Carolina but with an international reach, offers membership, advice to expectant mothers, and training for "birth keepers." While giving birth without medical assistance, known as free birth, is legal in both the UK and the US, the risks are poorly understood due to a lack of comprehensive data. Professor Soo Downe, a midwifery expert at the University of Lancashire, states that "going through labour and birth without professional support is associated with higher levels of risk for mother and baby."
The investigation found that the NHS in the UK had only recently removed a webpage linking to a charity factsheet which recommended FBS materials. Many women involved with the FBS reported having previously experienced traumatic births within medical systems, a context that fuels distrust. In England, a recent report deemed two-thirds of NHS maternity units unsafe or needing improvement, while in the US, the high cost of care presents a significant barrier.
How Distrust and Algorithms Fuel Dangerous Trends
This legitimate distrust in institutions has created fertile ground for online influencers promoting unorthodox methods. The FBS investigation revealed that behind an image of anti-establishment sisterhood lies a business that trains women to become social media influencers as well as birth attendants. The FBS does not claim to be a qualified medical provider.
This trend mirrors issues seen during the pandemic, where parts of the wellness industry spread vaccine misinformation. A paper presented at a cancer conference in July noted that health misinformation has "acutely worsened in the past decade." A key driver of this problem is the role of technology. Social media algorithms are known to reward more extreme content, pushing potentially harmful advice to vulnerable individuals seeking alternatives.
The Pressing Need for Safeguards and Systemic Improvement
There is no simple return to an era of unchallenged medical authority. Patients now have unprecedented access to online research. However, the Guardian's findings underscore a critical need for safeguards against poor and dangerous advice circulating online.
In the UK, improvements to NHS maternity services are desperately needed and should include better support for home births and clearer data to aid informed decision-making. Furthermore, ministers and global bodies like the World Health Organization must develop strategies to manage the modern information ecosystem. The goal must be to ensure that evidence-based healthcare is not undermined by unregulated, algorithmically amplified content that puts lives at risk.
