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In spite of all the proven progress of contemporary medicine, some people are drawn to non-traditional or “natural” remedies and practices. Many of these are not dangerous. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not in place of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can help.

The Rise of Digital 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 one such business offering membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is global.

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

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had in the past undergone distressing births.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding suspicion about official advice.

Concern is growing that such ideas are acquiring more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Protections and Reforms

There is no turning the clock back to a time when doctors were presumed 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 more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the choice of home birth and the availability of data to empower women in making decisions. Policymakers and organizations such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not compromised.