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Despite all the established advances of modern medicine, some people are drawn to alternative or “natural” remedies and approaches. A number of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can help.

The Rise of Online Wellness Influencers

But the proliferation of online health influencers presents challenges that authorities and regulators in many countries have not fully understood. An investigation into one such organization offering membership and advice to pregnant mothers has exposed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its influence 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

Giving birth without medical assistance, sometimes called free birth, is legal in nations 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 far from 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 specific, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had previously undergone distressing births.

Skepticism and the Proliferation of Falsehoods

But while mistrust of institutions may be based on experience, it has also become a breeding ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling paranoia about government advice.

Worry is growing that such beliefs are gaining more general 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 rebellious community lies an operation that trains women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Need for Protections and Improvements

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 algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the choice of home birth and the availability of data to empower women in choosing their care. Ministers and organizations such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.