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Despite all the established advances of contemporary medicine, some people are drawn to non-traditional or “natural” remedies and approaches. Many of these are not dangerous. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Rise of Online Wellness Figures

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have not fully understood. An investigation into a particular business offering membership and advice to pregnant mothers has exposed numerous cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is based 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,” as stated by a expert of midwifery.

Examining the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting prospect, and high-quality care is not guaranteed. In England, a shocking recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had in the past experienced traumatic births.

Distrust and the Proliferation of Falsehoods

But while distrust 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 ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and feeding suspicion about official advice.

Concern is growing that such ideas are gaining more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious 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 Need for Safeguards and Improvements

There is no going back to a time when doctors were assumed 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 protections 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 childbirth care cannot come soon enough. They should include the choice of home birth and the availability of data to support women in making decisions. Ministers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not undermined.