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Despite all the established advances of contemporary medicine, some people are drawn to non-traditional or “natural” remedies and practices. Many of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Figures

But the explosion of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular 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 associated with it. While the company is based in North Carolina, its influence is global.

“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 professor of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming 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 in the past experienced distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also proved to be a breeding 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 involved in spreading falsehoods about vaccines and feeding paranoia about government advice.

Concern is growing that such beliefs are acquiring more widespread traction. 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 facade of an rebellious sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Need for Protections 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 positive effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the choice of home birth and the availability of clear information to support women in making decisions. Policymakers and bodies including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not undermined.