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In spite of all the established progress of modern medicine, some people are attracted to non-traditional or “holistic” remedies and approaches. Many of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Influencers

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 offering membership and advice to expectant mothers has revealed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

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

Examining the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a daunting prospect, and high-quality 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.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the investigation had previously undergone distressing births.

Distrust and the Spread of Misinformation

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

Concern is rising that such beliefs are gaining more general purchase. 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 image of an rebellious sisterhood lies an enterprise that trains women as social media influencers as in addition to birth attendants. The organization does not claim to be a certified medical provider.

The Requirement for Safeguards and Improvements

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 positive effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They must include the choice of home birth and the provision of clear information to support women in making decisions. Ministers and organizations such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not undermined.