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Despite all the established progress of modern medicine, some people are attracted to non-traditional or “natural” cures and practices. Many of these do no harm. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not instead of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can help.

The Rise of Digital Wellness Figures

But the explosion 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 expectant mothers has exposed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” according to a professor 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 high-quality care is not guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had previously undergone traumatic births.

Skepticism and the Spread of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Concern is growing that such beliefs are gaining more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization 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 made available online and many people use these to beneficial effect. But there is also a need for protections from dangerous advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the option of home birth and the availability of clear information to support women in making decisions. Policymakers and bodies such as the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.