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In spite of all the established advances of contemporary medicine, some people are drawn to non-traditional or “natural” remedies and approaches. A number of these do no harm. As a cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Online Wellness Figures

But the explosion of online health influencers poses problems that authorities and regulators in many countries have not fully understood. An investigation into one such business providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants linked 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,” according to a professor of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a frightening prospect, and excellent care is far from guaranteed. In England, a alarming 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 valid. A significant number of the women spoken to for the investigation had in the past undergone distressing births.

Distrust and the Proliferation of Misinformation

But while distrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating 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 medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Safeguards and Reforms

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are published online and many people use these to positive 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 cannot come soon enough. They must include the option of home birth and the availability of data to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not undermined.