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In spite of all the established advances of modern medicine, some people are attracted to non-traditional or “natural” remedies and approaches. Many of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Rise of Digital Wellness Influencers

But the explosion of online health influencers presents challenges that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into one such business providing membership and advice to pregnant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

“Across 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 expert of midwifery.

Understanding the Risks and Background

Childbirth 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 reliable information. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services 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 inquiry had in the past experienced traumatic births.

Distrust and the Proliferation of Falsehoods

But while distrust of established systems may be based on experience, it has also become a breeding ground for other influencers seeking followers to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia about official advice.

Concern is growing that such ideas are gaining more general purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an rebellious community lies an operation that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock 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 critical necessity for safeguards from poor advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the provision of data to support women in making decisions. Ministers and bodies such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not undermined.