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Despite all the proven advances of modern medicine, some people are drawn to alternative or “natural” cures and approaches. Many of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers presents problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into a particular organization providing membership and advice to expectant mothers has exposed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is based 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,” as stated by a expert of midwifery.

Examining the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had in the past undergone traumatic births.

Distrust and the Proliferation of Falsehoods

But while mistrust of established systems may be based on experience, it has also proved to be a fertile ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling suspicion about government advice.

Concern is growing that such beliefs are gaining more widespread purchase. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Protections and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for protections from poor advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the option of home birth and the provision of clear information to support women in choosing their care. Policymakers and organizations including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.