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In spite of all the established progress of contemporary medicine, certain people are attracted to non-traditional or “holistic” remedies and practices. A number of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can help.

The Rise of Digital Wellness Influencers

But the explosion 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 stillbirths 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,” according to a expert of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a alarming recently published report found a large majority 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 interviewed for the inquiry had in the past experienced distressing births.

Distrust and the Spread of Misinformation

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

Worry is rising that such beliefs are acquiring more general purchase. One presentation 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 operation that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Need for Safeguards and Reforms

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a need for protections from poor advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the choice of home birth and the availability of data to support women in making decisions. Ministers and organizations including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.