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In spite of all the proven progress of contemporary medicine, certain people are attracted to non-traditional or “natural” remedies and approaches. A number of these are not dangerous. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Digital Wellness Figures

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have not fully understood. An investigation into one such business offering membership and advice to expectant mothers has exposed dozens cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” according to a professor of midwifery.

Examining the Risks and Background

Giving birth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had in the past undergone traumatic births.

Distrust and the Proliferation of Misinformation

But while distrust of established systems may be rooted in experience, it has also proved to be a fertile 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 involved in disseminating lies about vaccines and feeding suspicion about government advice.

Concern is rising that such ideas are acquiring more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious community lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not claim 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. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for protections from dangerous advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They must include the option of home birth and the provision of data to empower women in choosing their care. Ministers and organizations including the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not undermined.