🔗 Share this article

In spite of all the established advances of contemporary medicine, some people are attracted to non-traditional or “natural” remedies and approaches. Many of these do no harm. As one cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can help.

The Proliferation of Online Wellness Influencers

But the explosion of online health influencers poses challenges that governments and regulators in many countries have not fully understood. A recent inquiry into one such business providing membership and advice to pregnant mothers has exposed dozens 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 influence is global.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Examining the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases valid. Many of the women spoken to for the inquiry had previously undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also become a breeding ground for other influencers looking for converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and fuelling paranoia about official advice.

Concern is growing that such beliefs are acquiring 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 sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Need for Safeguards 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 made available online and many people use these to beneficial effect. But there is also a need for protections from poor advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They should include the option of home birth and the provision of data 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.