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In spite of all the proven advances of modern medicine, some people are drawn to alternative or “natural” cures and practices. Many of these are not dangerous. As one cancer specialist noted in the past year, people undergoing 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 problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Influencers

But the explosion of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into a particular business offering membership and advice to pregnant mothers has exposed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is global.

“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.

Examining the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases justified. A significant number of the women interviewed for the investigation had in the past experienced traumatic births.

Skepticism and the Proliferation of Misinformation

But while distrust of institutions may be based on experience, it has also become a fertile ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and feeding suspicion about government advice.

Worry is rising that such ideas are gaining more general traction. 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 image of an rebellious community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Protections and Reforms

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 widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They must include the choice of home birth and the availability of clear information to empower women in choosing their care. Ministers and bodies including the World Health Organization should also create strategies for the information ecosystem so that science-based healthcare is not compromised.