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In spite of all the proven advances of modern medicine, some people are attracted to alternative or “natural” cures and practices. Many of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Digital Wellness Influencers

But the proliferation of online health influencers presents problems that governments and regulators in many countries have not fully understood. An investigation into a particular organization providing membership and advice to expectant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is global.

“For 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.

Understanding the Dangers and Background

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a frightening prospect, and high-quality care is far from guaranteed. In England, a alarming recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women spoken to for the investigation had previously undergone distressing births.

Skepticism and the Proliferation of Falsehoods

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

Worry is growing that such ideas are gaining more widespread traction. One presentation 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 enterprise that trains women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Need for Safeguards 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 beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the choice of home birth and the provision of clear information to empower women in choosing their care. Policymakers and bodies such as the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not undermined.