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Despite all the established advances of modern medicine, certain people are drawn to non-traditional or “natural” cures and practices. Many of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Online Wellness Influencers

But the explosion of online health influencers poses challenges that authorities and oversight bodies in many countries have yet to grasp. An investigation into one such organization offering membership and advice to pregnant mothers has exposed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without professional support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Dangers and Context

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 daunting experience, and excellent care is not 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 valid. A significant number of the women spoken to for the inquiry had in the past experienced distressing births.

Skepticism and the Proliferation of Misinformation

But while distrust of institutions may be rooted in 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 “wellness” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and feeding paranoia about government advice.

Worry is rising that such ideas are acquiring 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 image of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a critical necessity for protections from dangerous advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They should include the option of home birth and the provision of clear information to empower women in making decisions. Policymakers and bodies including the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not compromised.