🔗 Share this article

Despite all the established progress of modern medicine, certain people are drawn to non-traditional or “natural” remedies and approaches. A number of these are not dangerous. As one cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Rise of Online Wellness Figures

But the explosion of online health influencers poses challenges that authorities and oversight bodies in many countries have yet to grasp. An investigation into one such business offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is global.

“Across 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 professor of midwifery.

Examining the Risks and Context

Childbirth 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 absence of data. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a alarming recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling paranoia about official 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 “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an operation 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 Need 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 published online and many people use these to positive effect. But there is also a need for protections from poor advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the option of home birth and the provision of data to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not undermined.