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In spite of all the established advances of modern medicine, some people are drawn to alternative or “natural” remedies and approaches. A number of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Online 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 a particular business providing membership and advice to pregnant mothers has exposed dozens 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 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 expert of midwifery.

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal 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 high-quality care is not guaranteed. In England, a shocking recently published report found a large majority 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 investigation had previously undergone distressing births.

Distrust and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also become a breeding ground for other influencers looking for followers to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such ideas are acquiring 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 anti-establishment community lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Need for Protections and Improvements

There is no going 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 beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to maternity services cannot come soon enough. They should include the option of home birth and the provision of data to empower women in making decisions. Ministers and bodies including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.