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In spite of all the proven progress of contemporary medicine, certain people are attracted to non-traditional or “natural” cures and approaches. Many of these are not dangerous. As one cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Rise of Online Wellness Figures

But the proliferation of online health influencers poses challenges that authorities and oversight bodies in many countries have not fully understood. An investigation into one such organization offering membership and advice to pregnant mothers has exposed dozens cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

“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 professor of midwifery.

Examining the Risks and Background

Childbirth without medical assistance, sometimes called 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 daunting prospect, and high-quality care is far from guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. A significant number of the women interviewed for the investigation had previously experienced traumatic births.

Distrust and the Spread of Misinformation

But while distrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding suspicion about government advice.

Concern is growing that such ideas are gaining more general 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 anti-establishment community lies an operation that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Protections and Improvements

There is no going back to a time when doctors were assumed 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 widely understood 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 choice of home birth and the availability of data to support women in choosing their care. Ministers and organizations including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.