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Despite all the established advances of modern medicine, some people are drawn to alternative or “natural” remedies and practices. A number of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not instead of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Digital Wellness Figures

But the explosion of online health influencers poses challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into a particular organization providing membership and advice to expectant mothers has exposed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is headquartered 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 Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a frightening prospect, and excellent 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.

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

Skepticism and the Spread of Misinformation

But while mistrust of established systems may be rooted in 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 lies about vaccines and feeding paranoia about official advice.

Worry is growing that such beliefs are gaining more general traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Protections and Reforms

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

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the provision of clear information to empower women in making decisions. Ministers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not undermined.