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In spite of all the established advances of contemporary medicine, some people are attracted to alternative or “natural” remedies and practices. Many of these are not dangerous. As a cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Influencers

But the explosion of online health influencers presents challenges that governments and oversight bodies in many countries have not fully understood. An investigation into a particular organization offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its reach is global.

“Across 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.

Examining the Dangers and Background

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are poorly documented due to a absence of reliable information. Childbirth can be a daunting prospect, and high-quality 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.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously undergone traumatic births.

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers looking for followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and fuelling paranoia 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 community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The organization does not claim to be a qualified medical provider.

The Need 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 published 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 algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the choice of home birth and the provision of clear information to support women in making decisions. Policymakers and organizations such as the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not compromised.