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In spite of all the proven progress of modern medicine, certain people are drawn to alternative or “natural” remedies and approaches. Many of these are not dangerous. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers presents problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such organization providing membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” as stated by a professor 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 risks are not well understood due to a absence of data. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases justified. Many of the women spoken to for the investigation had in the past undergone distressing births.

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Concern is rising that such beliefs are gaining more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment 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 certified medical provider.

The Requirement for Safeguards and Improvements

There is no going back to a time when doctors were presumed 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 need for protections from dangerous advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They should include the option of home birth and the availability of data to empower women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.