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Despite all the proven advances of contemporary medicine, certain people are attracted to non-traditional or “natural” cures and approaches. A number of these do no harm. As a cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have not fully understood. An investigation into a particular organization offering membership and advice to expectant mothers has exposed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is international.

“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 Risks and Context

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns 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.

Distrust and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling paranoia about government advice.

Worry is rising that such ideas are gaining more widespread purchase. One presentation given at a medical symposium 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 enterprise that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a qualified 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 safeguards from poor advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the provision of clear information to support women in choosing their care. Policymakers and organizations including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not compromised.