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In spite of all the established progress of contemporary medicine, certain people are attracted to alternative or “natural” remedies and approaches. Many of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Proliferation of Online Wellness Influencers

But the explosion of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into one such organization offering membership and advice to expectant mothers has exposed numerous cases of late-term stillbirths 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.

Understanding the Dangers and Context

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 frightening prospect, and excellent care is far from guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the inquiry had previously experienced distressing births.

Distrust and the Spread of Misinformation

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and feeding paranoia about official advice.

Worry is rising that such ideas are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image 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 Protections and Improvements

There is no turning the clock 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 well known that the algorithms used by tech companies reward increasingly sensational content.

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