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In spite of all the established advances of modern medicine, certain people are attracted to non-traditional or “holistic” cures and approaches. Many of these do no harm. As one cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Influencers

But the explosion of online health influencers poses challenges that authorities and regulators in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to expectant mothers has exposed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is international.

“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 permitted in nations including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a shocking recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

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

Distrust and the Spread of Falsehoods

But while distrust of institutions may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Concern is growing that such ideas are gaining more widespread traction. One paper 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 rebellious sisterhood lies an operation 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 published online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the choice of home birth and the availability of data to empower women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not undermined.