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In spite of all the proven advances of modern medicine, some people are attracted to non-traditional or “natural” remedies and practices. Many of these do no harm. As a cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have not fully understood. An investigation into one such business providing membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

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

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also become a breeding ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia about official advice.

Worry is rising that such ideas are acquiring more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment sisterhood lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock back to a time when doctors were presumed to know best. Vast quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, improvements 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. Ministers and bodies including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.