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In spite of all the established advances of contemporary medicine, some people are attracted to alternative or “natural” cures and practices. Many of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Rise of Digital Wellness Influencers

But the explosion of online health influencers presents challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into one such business providing membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” according to a expert of midwifery.

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had in the past experienced distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about government advice.

Worry is rising that such beliefs are gaining more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious community lies an operation that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Reforms

There is no going 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 critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the availability of clear information to empower women in making decisions. Policymakers and bodies including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not compromised.