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Despite all the proven progress of modern medicine, certain people are drawn to non-traditional or “natural” remedies and approaches. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Online 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 one such business providing membership and advice to expectant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is global.

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

Examining the Risks and Background

Giving birth 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 data. Childbirth can be a frightening experience, and high-quality 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.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had in the past undergone distressing births.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also become a breeding ground for other influencers looking for 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 fuelling suspicion about official advice.

Concern is growing that such beliefs are gaining more widespread purchase. One presentation 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 anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Protections and Reforms

There is no turning the clock back to a time when doctors were assumed 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 protections from dangerous advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the availability of data to empower women in making decisions. Policymakers and organizations such as the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.