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Despite all the established advances of contemporary medicine, certain people are attracted to non-traditional or “holistic” cures and practices. A number of these are not dangerous. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not instead of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers presents challenges that governments and oversight bodies in many countries have not fully understood. An investigation into a particular organization offering membership and advice to pregnant mothers has exposed numerous cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the entity is headquartered 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 Risks and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Misinformation

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

Concern is growing that such ideas are gaining more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Need for Safeguards and Reforms

There is no going back to a time when doctors were presumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for safeguards from poor advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the choice of home birth and the availability of clear information 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.