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In spite of all the established advances of modern medicine, some people are drawn to non-traditional or “natural” cures and approaches. Many of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not instead of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can help.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have not fully understood. An investigation into a particular business providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is global.

“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.

Understanding the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a alarming recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had in the past undergone traumatic births.

Skepticism and the Spread of Falsehoods

But while distrust of established systems may be rooted in experience, it has also proved to be 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 involved in spreading lies about vaccines and fuelling paranoia about government advice.

Concern is growing that such ideas are acquiring more general 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 facade of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Need 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 published online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They should include the choice of home birth and the availability of clear information to support women in making decisions. Ministers and bodies such as the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not compromised.