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In spite of all the established advances of modern medicine, some people are attracted to non-traditional or “natural” remedies and practices. Many of these are not dangerous. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers presents problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into one such business providing membership and advice to expectant mothers has exposed dozens cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Understanding the Dangers and Background

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a absence of reliable information. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a shocking 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.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and feeding suspicion about government advice.

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

The Need for Safeguards and Reforms

There is no turning the clock back to a time when doctors were presumed to know best. Vast quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to maternity services are urgently needed. They must include the option of home birth and the provision of data to support women in choosing their care. Ministers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not undermined.