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In spite of all the proven advances of modern medicine, some people are drawn to alternative or “natural” remedies and practices. A number of these are not dangerous. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not instead of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can be beneficial.

The Rise of Digital Wellness Influencers

But the explosion of online health influencers poses challenges that authorities and regulators in many countries have not fully understood. An investigation into a particular business providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company 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 expert of midwifery.

Examining the Risks and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a alarming recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms 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 in the past experienced traumatic births.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about government advice.

Concern is growing that such ideas are acquiring more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Protections 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 need for protections from poor advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the choice of home birth and the provision of clear information to support women in making decisions. Ministers and bodies including the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not compromised.