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In spite of all the proven advances of modern medicine, certain people are attracted to non-traditional or “natural” cures and approaches. A number of these do no harm. As a cancer specialist observed in the past year, people receiving 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 concern. If it reduces distress, it can help.

The Rise of Digital Wellness Influencers

But the explosion of online health influencers presents challenges that governments and regulators in many countries have yet to grasp. An investigation into a particular business offering membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach 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 professor of midwifery.

Examining the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a frightening prospect, and excellent 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 specific, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously experienced distressing births.

Skepticism and the Spread of Falsehoods

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such beliefs are gaining more widespread purchase. 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 rebellious sisterhood lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the provision of data to empower women in choosing their care. Ministers and organizations including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.