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Despite all the proven progress of modern medicine, some people are drawn to non-traditional or “natural” remedies and approaches. Many of these do no harm. As one cancer specialist noted recently, 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 concern. If it lessens distress, it can be beneficial.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers presents challenges that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into a particular organization offering membership and advice to expectant mothers has exposed dozens cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the entity is headquartered 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.

Understanding the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a alarming recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases valid. A significant number of the women interviewed for the inquiry had in the past experienced traumatic births.

Skepticism and the Proliferation of Falsehoods

But while distrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Concern is growing that such beliefs are acquiring more general purchase. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment community 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 Requirement for Protections and Reforms

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 positive effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the choice of home birth and the provision of data to support women in making decisions. Ministers and organizations including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not compromised.