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Despite all the established progress of contemporary 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 in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Influencers

But the explosion of online health influencers presents problems that authorities and regulators in many countries have not fully understood. An investigation into one such business offering membership and advice to expectant mothers has exposed dozens cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its reach is international.

“For 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.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers 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 hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding 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 Spread 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 looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling paranoia about government advice.

Concern is rising that such beliefs are gaining more widespread traction. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an anti-establishment community lies an operation that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Need 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 published 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 algorithms used by tech companies reward more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They must include the option of home birth and the availability of data to empower women in choosing their care. Ministers and bodies including the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not compromised.