🔗 Share this article

Despite all the proven progress of modern medicine, certain people are attracted to alternative or “natural” remedies and practices. A number of these do no harm. As a cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Online Wellness Figures

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. An investigation into one such organization providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Examining the Risks and Background

Giving birth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting experience, and excellent care is not 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 valid. Many of the women interviewed for the investigation had previously undergone distressing births.

Distrust and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also proved to be a breeding 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 implicated in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Worry is growing that such ideas are gaining more widespread traction. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation 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 group does not claim to be a certified medical provider.

The Need for Protections and Improvements

There is no turning the clock 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 need for protections from poor advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the provision of clear information to support women in choosing their care. Ministers and bodies such as the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not compromised.