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In spite of all the proven progress of modern medicine, certain people are drawn to alternative or “natural” remedies and practices. Many of these are not dangerous. As a cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers presents challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into one such organization offering membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is international.

“For whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” according to a expert of midwifery.

Examining 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 data. Childbirth can be a daunting prospect, and high-quality care is not guaranteed. In England, a alarming recent 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 justified. A significant number of the women spoken to for the investigation had in the past experienced distressing births.

Distrust and the Proliferation of Misinformation

But while distrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and feeding suspicion about official advice.

Concern is growing that such beliefs are acquiring more widespread traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were presumed to know best. Vast quantities of scientific research are published online and many people use these to beneficial 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, improvements to maternity services are urgently needed. They should include the option of home birth and the provision of data to empower women in making decisions. Ministers and bodies including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.