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In spite of all the proven advances of modern medicine, some people are attracted to non-traditional or “natural” cures and practices. A number of these are not dangerous. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not instead of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Online Wellness Figures

But the proliferation of online health influencers poses 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 severe injury connected to mothers or birth attendants associated with it. While the entity 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,” according to a professor of midwifery.

Understanding the Risks and Background

Childbirth without medical assistance, known as 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 experience, and high-quality care is not guaranteed. In England, a alarming 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 interviewed for the inquiry had previously experienced distressing births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also proved to be a fertile ground for other influencers seeking converts 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 suspicion about official advice.

Worry is growing that such ideas are gaining more general purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Requirement for Protections and Reforms

There is no going back to a time when doctors were assumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a need for safeguards from poor advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the option of home birth and the provision of clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not undermined.