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Despite all the proven advances of contemporary medicine, certain people are drawn to alternative or “natural” cures and practices. A number of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise of Online Wellness Figures

But the explosion of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into one such business providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is international.

“Across 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.

Understanding the Risks and Background

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a frightening experience, 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.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the investigation had previously undergone traumatic 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 converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and feeding paranoia about official 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 “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a certified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock back to a time when doctors were presumed 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 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 maternity services are urgently needed. They must include the option of home birth and the availability of data to empower women in making decisions. Ministers and bodies such as the World Health Organization should also create strategies for the information ecosystem so that science-based healthcare is not compromised.