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Despite all the established advances of contemporary medicine, certain people are attracted to alternative or “natural” cures and practices. A number of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Online Wellness Figures

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 business providing membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other severe injury connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without professional support is linked to higher levels of risk for mother and baby,” according to a expert 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 potential dangers are not well understood due to a lack of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recent report found a large majority of hospital maternity services 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 inquiry had previously experienced traumatic births.

Distrust and the Spread of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers seeking followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and feeding paranoia about government advice.

Concern is rising that such beliefs are gaining more widespread traction. 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 organization does not claim to be a qualified medical provider.

The Requirement for Protections and Reforms

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 beneficial 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 maternity services are urgently needed. They should include the option of home birth and the availability of clear information to empower women in making decisions. Ministers and bodies such as the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not compromised.