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Despite all the proven progress of modern medicine, certain people are drawn to alternative or “natural” remedies and approaches. A number of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Influencers

But the proliferation of online health influencers presents challenges that governments and regulators in many countries have yet to grasp. An investigation into one such business offering membership and advice to expectant mothers has exposed numerous cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants linked 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,” as stated by a professor of midwifery.

Understanding the Dangers and Background

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a frightening experience, and high-quality care is far from guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns 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 inquiry had in the past undergone traumatic births.

Distrust and the Spread of Misinformation

But while mistrust of established systems may be based on experience, it has also proved to be a fertile ground for other influencers looking for followers to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling paranoia about government advice.

Worry is growing that such ideas are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an operation 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 Requirement for Protections and Improvements

There is no going 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 positive effect. But there is also a critical necessity for protections from poor advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

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