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In spite of all the established progress of contemporary medicine, some people are attracted to non-traditional or “natural” cures and practices. Many of these are not dangerous. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Rise of Online Wellness Figures

But the explosion of online health influencers poses challenges that authorities and regulators in many countries have yet to grasp. A recent inquiry into one such organization offering membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury connected to 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 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, known as free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting experience, and high-quality 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.

Skepticism and the Spread of Misinformation

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

Concern is growing that such ideas are gaining more widespread purchase. 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 enterprise that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a qualified medical provider.

The Requirement for Safeguards and Improvements

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They should include the option of home birth and the provision of clear information to support women in choosing their care. Ministers and organizations including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not compromised.