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Despite all the established advances of modern medicine, some people are drawn to alternative or “natural” cures and practices. Many of these do no harm. As a cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Online Wellness Influencers

But the explosion of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. A recent inquiry 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,” according to a expert of midwifery.

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks 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 recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had in the past undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of institutions 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 “wellness” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and fuelling suspicion about government advice.

Concern is growing that such ideas are acquiring more widespread purchase. One paper 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 sisterhood lies an operation 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 Reforms

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 positive effect. But there is also a need for safeguards from poor advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the provision of data to empower women in making decisions. Policymakers and organizations including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.