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In spite of all the established advances of contemporary medicine, certain people are attracted to non-traditional or “natural” cures and practices. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Wellness Figures

But the proliferation of online health influencers poses problems that governments and regulators in many countries have yet to grasp. An investigation into a particular organization providing membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths or other serious harm 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 skilled support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting experience, and excellent care is far from guaranteed. In England, a shocking recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms 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 in the past undergone traumatic births.

Distrust and the Proliferation of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such beliefs are acquiring more widespread purchase. 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 image of an anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Requirement for Safeguards and Reforms

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 critical necessity for protections from poor advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to maternity services are urgently needed. They must include the option of home birth and the provision of data to empower women in choosing their care. Policymakers and organizations including the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not compromised.