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In spite of all the proven progress of contemporary medicine, certain people are drawn to non-traditional or “natural” cures and approaches. A number of these do no harm. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change 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 Proliferation of Online Wellness Influencers

But the explosion of online health influencers presents problems that authorities and regulators in many countries have yet to grasp. A recent inquiry into a particular business offering membership and advice to pregnant mothers has revealed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is global.

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

Understanding the Risks and Background

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously undergone traumatic births.

Distrust and the Spread of Falsehoods

But while distrust of established systems may be rooted in 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 “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and fuelling paranoia about government advice.

Worry is rising that such ideas are gaining more general traction. One presentation 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 anti-establishment community lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Reforms

There is no going back to a time when doctors were presumed to know best. Vast 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 widely understood that the automated systems used by tech companies reward increasingly sensational content.

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