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Despite all the established advances of modern medicine, certain people are attracted to non-traditional or “natural” cures and practices. Many of these do no harm. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Rise of Online Wellness Figures

But the proliferation of online health influencers poses challenges that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular organization offering membership and advice to expectant mothers has revealed numerous cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is global.

“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 expert of midwifery.

Understanding 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 reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had in the past experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while mistrust of institutions may be based on experience, it has also become a fertile ground for other influencers seeking followers to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and feeding suspicion about government advice.

Concern is growing that such beliefs are acquiring more widespread traction. One paper 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 sisterhood 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 Need for Protections and Reforms

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for protections from poor 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 provision of clear information to support women in choosing their care. Ministers and bodies such as the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not compromised.