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Despite all the established advances of contemporary medicine, certain people are attracted to alternative or “natural” cures and practices. A number of these do no harm. As one cancer specialist noted recently, people receiving cancer treatment will often 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 problem. If it reduces distress, it can be beneficial.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into one such organization providing membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is international.

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

Understanding the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a frightening prospect, 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 specific, persistent issues with maternity care are in many cases valid. A significant number of the women interviewed for the inquiry had previously experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and feeding suspicion about official advice.

Concern is rising that such beliefs are gaining more general traction. 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 image of an rebellious sisterhood lies an operation that coaches women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial 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 maternity services are urgently needed. They must include the choice of home birth and the provision of clear information to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.