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In spite of all the proven progress of modern medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. A number of these do no harm. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers poses challenges that authorities and oversight bodies in many countries have not fully understood. An investigation into a particular organization providing membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is based 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,” as stated by a expert of midwifery.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had previously experienced traumatic births.

Skepticism and the Proliferation of Falsehoods

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

Worry is growing that such ideas are acquiring more widespread traction. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Need for Protections and Reforms

There is no going 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 safeguards from poor advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the provision of clear information to empower women in choosing their care. Ministers and organizations including the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not undermined.