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In spite of all the established progress of contemporary medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. A number of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Figures

But the explosion of online health influencers poses challenges that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into one such organization offering membership and advice to expectant mothers has exposed dozens cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence is global.

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

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a daunting experience, and excellent care is not 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 particular, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had in the past undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of established systems may be based on 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 supposedly focused on healthy living was involved in spreading lies about vaccines and fuelling paranoia about government advice.

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

The Need for Protections and Reforms

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 beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must 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 strategies for the online information landscape so that evidence-based healthcare is not undermined.