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In spite of all the established progress of contemporary medicine, certain people are attracted to non-traditional or “natural” remedies and approaches. Many of these do no harm. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not instead 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 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 dozens cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are not well understood due to a absence 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 maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the investigation had previously undergone distressing births.

Distrust and the Proliferation of Falsehoods

But while mistrust of institutions may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia about government advice.

Worry is growing that such beliefs are gaining more widespread traction. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an operation that coaches women as social media influencers as in addition to birth attendants. The organization does not present itself to be a qualified 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. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for protections from dangerous advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to maternity services are urgently needed. They must include the choice of home birth and the provision of clear information to empower women in making decisions. Policymakers and organizations including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.