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Despite all the proven advances of contemporary medicine, some people are drawn to non-traditional or “natural” remedies and approaches. Many of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Rise of Digital Wellness Figures

But the explosion of online health influencers poses challenges that authorities and regulators in many countries have yet to grasp. An investigation into one such organization offering membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its reach is international.

“For whole populations, going through labour and birth without professional 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, sometimes called free birth, is legal in nations including the UK and US. The risks are poorly documented due to a absence of data. 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.

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

Distrust and the Spread of Misinformation

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking followers to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Concern is growing that such beliefs are gaining more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an rebellious sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Improvements

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 safeguards from poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the option of home birth and the availability of clear information to empower women in making decisions. Policymakers and organizations including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.