Despite all the proven advances of modern medicine, some people are drawn to alternative or “natural” cures and practices. Many of these do no harm. As the cancer specialist Prof Chris Pyke noted last year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have yet to grasp. The Guardian’s investigation into the Free Birth Society (FBS), a business offering membership and advice to expectant mothers, and training for “birth keepers”, has exposed 48 cases of late-term stillbirths or other serious harm involving mothers or birth attendants who appear to be linked to FBS. While the company is based in North Carolina,........

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