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Despite all the proven advances of modern medicine, some people are attracted to non-traditional or “holistic” remedies and practices. A number of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Digital Wellness Influencers

But the proliferation of online health influencers poses challenges that authorities and oversight bodies 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 third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is global.

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

Examining the Dangers and Background

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a shocking recent report found two-thirds 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 valid. Many of the women interviewed for the investigation had previously experienced traumatic births.

Distrust and the Spread of Falsehoods

But while distrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and fuelling paranoia about government advice.

Concern is growing that such ideas are acquiring more widespread purchase. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade 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 qualified medical provider.

The Requirement for Safeguards and Reforms

There is no turning the clock back to a time when doctors were presumed to know best. Vast quantities of scientific research are published 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 algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the option of home birth and the availability of data to empower women in making decisions. Ministers and organizations including the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not compromised.