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In spite of all the established progress of modern medicine, some people are attracted to alternative or “holistic” cures and practices. Many of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not instead of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers poses challenges that authorities and regulators in many countries have not fully understood. An investigation into a particular organization providing membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Dangers and Background

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

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

Skepticism and the Proliferation of Falsehoods

But while distrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers seeking followers to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding suspicion about government advice.

Concern is rising that such ideas are gaining more general purchase. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Requirement for Protections and Reforms

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for safeguards from poor advice. It is widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the availability of clear information to support women in making decisions. Policymakers and bodies including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.