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In spite of all the established advances of contemporary medicine, certain people are attracted to alternative or “natural” remedies and approaches. A number of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Digital Wellness Figures

But the proliferation of online health influencers poses problems that governments and regulators in many countries have not fully understood. An investigation into a particular business providing membership and advice to expectant mothers has exposed dozens cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Examining the Risks and Context

Childbirth 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 experience, and high-quality care is far from guaranteed. In England, a shocking recently published report found two-thirds 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 justified. A significant number of the women spoken to for the inquiry had in the past undergone distressing 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 breeding ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and feeding suspicion about government advice.

Worry is growing that such beliefs are acquiring more widespread traction. 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 anti-establishment community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Need for Protections and Improvements

There is no going back to a time when doctors were presumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for protections from poor advice. It is widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the choice of home birth and the provision of clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not undermined.