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In spite of all the proven advances of contemporary medicine, some people are drawn to alternative or “natural” cures and approaches. A number of these are not dangerous. As a cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Influencers

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. A recent inquiry into one such business providing membership and advice to expectant mothers has revealed dozens cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

“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.

Examining the Risks and Context

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 lack of reliable information. Childbirth can be a daunting experience, and excellent 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 specific, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the investigation had previously undergone distressing births.

Distrust and the Proliferation of Falsehoods

But while distrust of established systems may be based on experience, it has also become a breeding ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and fuelling suspicion about government advice.

Worry is rising that such ideas are gaining more widespread traction. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Requirement for Protections and Reforms

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 protections from poor advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the choice of home birth and the provision of data to empower women in choosing their care. Ministers and bodies including the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not compromised.