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In spite of all the proven progress of contemporary medicine, some people are attracted to non-traditional or “natural” cures and approaches. Many of these do no harm. As one cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Figures

But the proliferation of online health influencers presents problems that governments and regulators in many countries have yet to grasp. A recent inquiry into a particular business providing membership and advice to expectant mothers has exposed dozens cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is international.

“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 expert of midwifery.

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had previously experienced traumatic births.

Skepticism and the Spread of Falsehoods

But while mistrust of institutions may be rooted in 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 “well-being” industry supposedly focused on healthy living was involved in spreading lies about vaccines and fuelling suspicion about government advice.

Worry is rising that such beliefs are gaining more general purchase. One presentation 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 in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Protections and Improvements

There is no turning the clock 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 positive effect. But there is also a critical necessity for protections from dangerous advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the choice of home birth and the availability of data to empower women in choosing their care. Policymakers and organizations including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.