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Despite all the established progress of modern medicine, certain people are attracted to non-traditional or “natural” cures and approaches. Many of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Online Wellness Figures

But the explosion of online health influencers presents problems that governments and regulators in many countries have not fully understood. An investigation into one such business offering membership and advice to pregnant mothers has exposed numerous cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its influence is global.

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

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had previously experienced traumatic 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 seeking 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.

Worry is growing that such beliefs are gaining more widespread purchase. 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 facade of an rebellious sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The group 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 assumed 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 dangerous advice. It is widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the option of home birth and the provision of data to empower women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.