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Despite all the proven progress of modern medicine, some people are attracted to alternative or “natural” cures and approaches. Many of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers presents challenges that governments and regulators in many countries have yet to grasp. An investigation into a particular organization offering membership and advice to pregnant mothers has exposed numerous cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is global.

“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 Context

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns 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.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and fuelling paranoia about government advice.

Worry is growing that such ideas are gaining more general purchase. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not claim to be a certified medical provider.

The Requirement for Protections 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 made available online and many people use these to positive effect. But there is also a need for protections from poor advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the choice of home birth and the availability of clear information to empower women in choosing their care. Ministers and bodies such as the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not compromised.