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In spite of all the established advances of contemporary medicine, some people are attracted to non-traditional or “natural” cures and practices. Many of these are not dangerous. As a cancer specialist noted recently, 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 problem. If it reduces distress, it can be beneficial.

The Rise of Digital Wellness Figures

But the proliferation of online health influencers poses problems that authorities and oversight bodies in many countries have yet to grasp. An investigation into a particular organization offering membership and advice to pregnant mothers has exposed numerous cases of late-term stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

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

Understanding the Dangers and Background

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recent report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia about official advice.

Concern is growing that such beliefs are acquiring more widespread traction. 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 facade of an anti-establishment community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Protections and Improvements

There is no going back to a time when doctors were presumed 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 need for safeguards from poor advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the option of home birth and the provision of clear information to support women in choosing their care. Policymakers and organizations including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.