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In spite of all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “natural” remedies and practices. A number of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can help.

The Rise of Online Wellness Influencers

But the explosion of online health influencers presents challenges that authorities and regulators in many countries have not fully understood. An investigation into a particular 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 associated with it. While the company is based in North Carolina, its influence is international.

“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 Dangers 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 lack of data. Childbirth can be a frightening prospect, and high-quality care is far from 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. A significant number of the women interviewed for the inquiry had in the past undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also become a breeding ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about official advice.

Concern is rising that such ideas are acquiring more general 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 facade 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 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 positive effect. But there is also a critical necessity for protections from dangerous advice. It is well known 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 option of home birth and the availability of clear information to support women in choosing their care. Ministers and organizations including the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not compromised.