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In spite of all the established advances of contemporary medicine, some people are attracted to alternative or “natural” remedies and approaches. Many of these are not dangerous. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is typically not a concern. If it lessens 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 one such business providing membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a absence of data. Childbirth can be a daunting experience, and excellent care is far from guaranteed. In England, a alarming recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Falsehoods

But while mistrust of institutions 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 ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Worry is growing that such beliefs are acquiring more widespread traction. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an anti-establishment sisterhood 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 Safeguards and Reforms

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a critical necessity for protections from poor advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the choice of home birth and the availability of data to support women in choosing their care. Ministers and bodies such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not compromised.