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In spite of all the proven advances of modern medicine, some people are drawn to alternative or “natural” remedies and approaches. A number of these are not dangerous. 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 alongside, and not instead of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Digital Wellness Figures

But the proliferation of online health influencers presents challenges that authorities and regulators in many countries have not fully understood. An investigation into one such organization providing membership and advice to pregnant mothers has exposed numerous cases of late-term stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence 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 professor of midwifery.

Understanding the Risks and Context

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a frightening prospect, and high-quality care is far from guaranteed. In England, a shocking recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns 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 Misinformation

But while distrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling suspicion about government advice.

Worry is growing that such beliefs are gaining more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Need for Safeguards and Reforms

There is no turning the clock back to a time when doctors were assumed to know best. Vast 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 poor advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They should include the choice of home birth and the provision of clear information 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 undermined.