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In spite of all the proven advances of contemporary medicine, some people are attracted to non-traditional or “natural” cures and approaches. A number of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Proliferation of Online Wellness Figures

But the proliferation of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. An investigation into one such business offering membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths 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 professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

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

Skepticism and the Spread of Misinformation

But while mistrust of established systems may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling paranoia about government advice.

Concern is growing that such ideas are gaining more general traction. One presentation 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 sisterhood lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a certified medical provider.

The Requirement for Safeguards and Reforms

There is no turning the clock back to a time when doctors were presumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for protections from dangerous advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the choice of home birth and the availability of clear information to support women in choosing their care. Ministers and bodies such as the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.