🔗 Share this article

In spite of all the proven advances of modern medicine, certain people are drawn to non-traditional or “natural” cures and approaches. Many of these are not dangerous. As one cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can help.

The Proliferation of Digital Wellness Figures

But the proliferation of online health influencers presents problems that authorities and regulators in many countries have yet to grasp. An investigation into a particular organization offering membership and advice to expectant mothers has exposed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is global.

“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 Dangers and Background

Childbirth 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 absence of data. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Skepticism and the Proliferation of Falsehoods

But while distrust of established systems 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 ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about official advice.

Concern is growing that such ideas are gaining more widespread purchase. One presentation 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 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 Need for Protections 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 need for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They must include the choice of home birth and the availability of clear information to empower women in choosing their care. Ministers and bodies such as the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.