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In spite of all the established progress of modern medicine, some people are attracted to non-traditional or “natural” cures and practices. A number of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Online Wellness Influencers

But the proliferation of online health influencers presents problems that governments and regulators in many countries have not fully understood. A recent inquiry into one such organization offering membership and advice to expectant mothers has exposed 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 influence is international.

“For 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 professor of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had previously experienced traumatic births.

Skepticism and the Proliferation of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers looking for converts 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 fuelling suspicion about government advice.

Concern is rising that such ideas are gaining more widespread purchase. 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 sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were assumed 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 poor advice. It is widely understood 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 empower women in choosing their care. Ministers and bodies such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.