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In spite of all the proven progress of modern medicine, some people are attracted to alternative or “natural” remedies and approaches. A number of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Rise of Online 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 a particular business offering membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is global.

“For whole populations, going through labour and birth without professional support is linked to higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a frightening prospect, and excellent care is far from 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, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had previously experienced distressing births.

Skepticism and the Proliferation of Falsehoods

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

Concern is growing that such ideas are gaining more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated 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 well as birth attendants. The group does not claim to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no going back to a time when doctors were presumed 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 safeguards from dangerous advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the choice of home birth and the provision of clear information to support women in making decisions. Ministers and organizations including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not undermined.