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In spite of all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “holistic” cures 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 practice is alongside, and not instead of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Rise of Online Wellness Influencers

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have yet to grasp. An investigation into a particular organization offering membership and advice to expectant mothers has exposed numerous 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 reach is global.

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

Understanding the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously experienced distressing births.

Skepticism and the Spread of Falsehoods

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding paranoia about official advice.

Worry is growing that such ideas are gaining more general traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment community lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Need for Safeguards and Reforms

There is no going back to a time when doctors were assumed 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 critical necessity for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the provision of data to empower women in making decisions. Policymakers and bodies including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not undermined.