PUSH for Empowered Pregnancy is proud to partner with Kicks Count on a groundbreaking initiative to combat misinformation about fetal movement: The Internet Scrub Initiative. This urgent project is designed to ensure that expectant parents receive accurate, evidence-based information about fetal movement—one of the most important indicators of a baby’s well-being.
Why This Matters
Stillbirth remains a devastating public health crisis, yet misinformation about fetal movement continues to circulate widely, leading to delayed or inadequate responses to potential signs of distress. Research has shown that maternal perception of fetal movement is a crucial indicator of a baby’s health, and when parents are given the right education, they are empowered to act and potentially save their baby’s life.
Despite this, expectant parents are frequently misled by outdated and dangerous myths—such as the false belief that babies move less before birth. This misinformation often leads to critical delays in care, contributing to preventable stillbirths.
Building on Past Success
Kicks Count first launched this initiative in the UK in 2014, successfully working with organizations to update their content. However, as new writers come in and old myths resurface, the need for continued vigilance is clear. The issue extends beyond the UK, as many of the top search results on fetal movement come from U.S. sources.
By partnering with PUSH for Empowered Pregnancy, the initiative is expanding its reach to the U.S. and beyond, ensuring that parents everywhere receive life-saving, science-backed information. PUSH's Internet Scrub efforts began during Stillbirth Prevention Day on September 19, 2024, and Pregnancy and Infant Loss Awareness Month in October, underscoring the urgent need for increased stillbirth awareness.
To continue to move forward this critical project, we will collectively highlight the importance of accurate fetal movement information on International Fact-Checking Day (4/2/25) with the goal of having websites updated by World Health Day (4/7/25).
How It Works
The Internet Scrub Initiative is a comprehensive audit of online fetal movement content to identify and correct dangerous misinformation.
Our process includes:
🔍 Comprehensive Content Review – Scanning websites, blogs, forums, and social media to locate information on fetal movement.
✅ Accuracy Check – Evaluating online content against the latest clinical guidelines, evidence-based protocols, and research-backed recommendations.
🚨 Identifying Misinformation – Flagging outdated or misleading advice that could put babies at risk and working to have it removed or corrected.
🤝 Advocating for Change – Collaborating with content creators, healthcare professionals, and organizations to ensure parents receive correct, standardized information.
The Push for Systemic Change
Misinformation is a symptom of a broader systemic failure. In the U.S., there is no standardized protocol to ensure that parents receive clear, accurate education about fetal movement. While the CDC’s ‘Hear Her’ campaign now includes fetal movement as an urgent maternal warning sign, there is still no universal guidance for patients or providers on what to do when changes occur.
Internationally, initiatives like the UK’s Saving Babies’ Lives Care Bundle and Australia’s Safer Baby Bundle have successfully incorporated fetal movement education into their stillbirth prevention strategies, reducing stillbirth rates. Yet, the U.S. still lacks a consistent, national approach.
This initiative is part of PUSH’s larger effort to demand that medical organizations like ACOG establish clear, accessible guidance on fetal movement monitoring—ensuring that every parent knows how to track their baby’s movements, and every provider knows how to respond.
How You Can Help
PUSH and Kicks Count are calling on parents, providers, and advocates to join the fight against misinformation:
🔹 Help Us Identify Misinformation – If you come across outdated or misleading advice about fetal movement, report it to us at http://tinyurl.com/reporttopush.
🔹 Share the Facts – Spread evidence-based information to your community.
🔹 Support Systemic Change – Become a Changemaker or donor and help advocate for standardized fetal movement education in prenatal care.
Together, we can ensure that no baby is lost due to misinformation. Join us in the fight to make every movement count.
