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In spite of all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. A number of these are not dangerous. As a cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can help.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers presents problems that authorities and regulators in many countries have yet to grasp. A recent inquiry into a particular organization offering membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

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

Examining the Risks and Context

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the inquiry had in the past experienced traumatic births.

Skepticism and the Spread of Misinformation

But while distrust of established systems may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding suspicion about government advice.

Worry is rising that such beliefs are gaining more general purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an rebellious community lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Improvements

There is no going back to a time when doctors were presumed to know best. Vast 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, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the availability of data to empower women in making decisions. Policymakers and organizations such as the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.