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Despite all the established advances of modern medicine, some people are drawn to non-traditional or “natural” cures and practices. A number of these are not dangerous. As a cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is typically not a problem. If it lessens 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 business providing membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a frightening prospect, and excellent care is far from guaranteed. In England, a shocking recently published report found two-thirds 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 justified. A significant number of the women spoken to for the inquiry had previously experienced distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers seeking followers to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and fuelling paranoia about official advice.

Worry is rising that such ideas 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”. The inquiry shows that behind the image of an anti-establishment sisterhood lies an operation 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 Protections and Improvements

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for safeguards from dangerous advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the option of home birth and the provision of clear information to empower women in making decisions. Policymakers and organizations such as the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.