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In spite of all the proven advances of contemporary medicine, some people are attracted to alternative or “natural” cures and approaches. Many of these are not dangerous. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a problem. If it lessens distress, it can be beneficial.

The Rise of Online Wellness Influencers

But the proliferation of online health influencers presents problems that authorities and regulators in many countries have not fully understood. An investigation into a particular organization offering membership and advice to pregnant mothers has revealed numerous cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is international.

“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

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had previously undergone distressing births.

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia about government advice.

Worry is growing that such ideas are acquiring more general purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The group 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 assumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the choice of home birth and the provision of clear information to empower women in choosing their care. Ministers and organizations including the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not undermined.