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Despite all the established advances of contemporary medicine, some people are attracted to non-traditional or “natural” remedies and approaches. A number of these do no harm. As one cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not in place of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Digital Wellness Influencers

But the explosion of online health influencers poses challenges that governments and regulators in many countries have yet to grasp. An investigation into a particular business providing membership and advice to pregnant mothers has exposed numerous cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is global.

“Across 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 Background

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a alarming recently published report found a large majority 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 justified. Many of the women spoken to for the investigation had previously experienced traumatic births.

Skepticism and the Proliferation of Misinformation

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

Worry is growing that such ideas are gaining more general traction. One presentation 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 rebellious community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Reforms

There is no going 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 beneficial effect. But there is also a need for safeguards from dangerous advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the option of home birth and the availability of clear information to empower women in choosing their care. Ministers and bodies such as the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not undermined.