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Despite all the proven progress of modern medicine, some people are attracted to alternative or “natural” remedies and practices. A number of these do no harm. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers poses problems that governments and regulators in many countries have not fully understood. An investigation into one such organization offering membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is global.

“For whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” according to a expert of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a absence of reliable information. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had previously undergone distressing births.

Distrust and the Spread of Falsehoods

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

Worry is rising that such ideas are acquiring more general purchase. One presentation 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 rebellious sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Requirement for Safeguards and Reforms

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 beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the provision of data to support women in choosing their care. Ministers and bodies including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.