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In spite of all the established advances of contemporary medicine, some people are drawn to alternative or “natural” remedies and approaches. Many of these are not dangerous. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers presents challenges that governments 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 dozens cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

“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.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in nations 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 shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had in the past experienced traumatic births.

Distrust and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also become a fertile ground for other influencers looking for followers to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and feeding suspicion about government advice.

Worry is growing that such ideas are gaining more widespread traction. 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 image of an rebellious community lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Reforms

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 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 promote increasingly sensational content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the choice of home birth and the availability of clear information to empower women in making decisions. Policymakers and organizations including the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not undermined.