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Despite all the established progress of modern medicine, certain people are attracted to non-traditional or “natural” cures and approaches. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Rise of Online Wellness Influencers

But the explosion of online health influencers presents challenges that authorities and regulators in many countries have not fully understood. An investigation into one such organization offering membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated 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,” as stated by a expert of midwifery.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a absence of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a shocking recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the inquiry had previously undergone distressing births.

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about official advice.

Worry is growing that such ideas are acquiring more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious community lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the choice of home birth and the provision of clear information to support women in making decisions. Policymakers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not compromised.