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Despite all the established advances of modern medicine, certain people are drawn to alternative or “natural” cures and approaches. Many of these do no harm. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Digital Wellness Figures

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. An investigation into one such organization offering membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its reach is international.

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

Understanding the Dangers and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services 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 spoken to for the inquiry had in the past experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and feeding paranoia about government advice.

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

The Requirement for Protections and Reforms

There is no going back to a time when doctors were presumed to know best. Vast quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for protections from poor advice. It is well known that the automated systems 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 clear information to support women in making decisions. Policymakers and organizations including the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not compromised.