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In spite of all the established advances of contemporary medicine, some people are attracted to alternative or “natural” remedies and practices. Many of these do no harm. As a cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Online Wellness Figures

But the explosion of online health influencers poses challenges that governments and regulators in many countries have not fully understood. A recent inquiry into a particular organization providing membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

“Across whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Risks and Background

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking 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 valid. Many of the women interviewed for the investigation had previously undergone traumatic births.

Skepticism and the Proliferation of Misinformation

But while mistrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Concern is rising 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”. The inquiry shows that behind the facade of an anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The organization does not claim to be a qualified medical provider.

The Requirement for Protections and Improvements

There is no turning the clock 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 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 reward more extreme content.

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