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In spite of all the proven advances of modern medicine, some people are drawn to alternative or “natural” remedies and practices. Many of these do no harm. As a cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces 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. A recent inquiry into one such organization providing membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other serious harm 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 associated with higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Examining the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a daunting prospect, and high-quality care is not guaranteed. In England, a shocking recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had in the past experienced distressing births.

Skepticism and the Spread of Misinformation

But while mistrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and feeding paranoia about government advice.

Concern is growing that such beliefs are gaining more general purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment sisterhood lies an enterprise that coaches 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 presumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a need for protections from poor advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

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