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In spite of all the established advances of contemporary medicine, some people are drawn to alternative or “natural” remedies and practices. Many of these are not dangerous. As one cancer specialist observed 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, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can help.

The Rise of Online Wellness Figures

But the explosion of online health influencers presents challenges that authorities and regulators in many countries have yet to grasp. A recent inquiry into one such business offering membership and advice to expectant mothers has revealed numerous cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is global.

“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.

Examining the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a absence of data. Childbirth can be a daunting prospect, and high-quality care is not 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 particular, longstanding issues with maternity care are in many cases valid. A significant number of the women interviewed for the investigation had previously experienced traumatic births.

Skepticism and the Spread of Falsehoods

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling paranoia about government advice.

Concern is growing that such beliefs are acquiring more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious sisterhood lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Reforms

There is no going back to a time when doctors were assumed 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 dangerous advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the option of home birth and the availability of clear information to empower women in making decisions. Ministers and organizations including the World Health Organization should also create strategies for the information ecosystem so that science-based healthcare is not compromised.