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In spite of all the established advances of modern medicine, certain people are drawn to alternative or “natural” remedies and practices. Many of these are not dangerous. As one cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not instead of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into a particular organization providing membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

“Across 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.

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

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had previously undergone distressing births.

Distrust and the Proliferation of Misinformation

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers seeking followers 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 fuelling suspicion about official advice.

Concern is growing that such beliefs are gaining more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment community lies an operation that coaches women as social media influencers as well as birth attendants. The group does not claim to be a certified 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 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, necessary reforms to maternity services are urgently needed. They should include the choice of home birth and the availability of data to empower women in choosing their care. Policymakers and organizations such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not compromised.