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In spite of all the established advances of contemporary medicine, some people are drawn to alternative 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 too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Rise of Online Wellness Influencers

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into one such business providing membership and advice to expectant mothers has revealed dozens cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is global.

“Across 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 Dangers and Context

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

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had in the past experienced traumatic births.

Skepticism and the Proliferation of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers looking for followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and feeding paranoia about official advice.

Concern is rising that such ideas 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”. This investigation shows that behind the facade of an rebellious community lies an operation that trains women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed 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 poor advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

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