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Despite all the proven advances of contemporary medicine, some people are drawn to alternative or “natural” cures and practices. A number of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Rise of Digital Wellness Figures

But the explosion of online health influencers presents problems that authorities and regulators in many countries have not fully understood. A recent inquiry into a particular business offering membership and advice to expectant mothers has revealed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is global.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Examining the Dangers and Background

Giving birth 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 reliable information. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had in the past undergone traumatic births.

Distrust and the Spread of Misinformation

But while mistrust of institutions may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and feeding suspicion about government advice.

Worry is rising that such ideas are acquiring more general purchase. One presentation 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 rebellious sisterhood lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards 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 critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They must include the choice of home birth and the availability of data to support women in making decisions. 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.