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Despite all the proven progress of modern medicine, certain people are attracted to alternative or “holistic” remedies and practices. A number of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Digital Wellness Influencers

But the explosion of online health influencers poses problems that governments and regulators in many countries have yet to grasp. A recent inquiry into one such business offering membership and advice to expectant mothers has revealed dozens cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

“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 professor of midwifery.

Examining the Risks and Background

Childbirth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had in the past undergone traumatic births.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers seeking followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and fuelling paranoia about official advice.

Worry is growing that such beliefs are gaining more general purchase. One paper 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 anti-establishment community lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Requirement for Protections and Reforms

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 protections from poor advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the option of home birth and the provision of data to support women in making decisions. Ministers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not undermined.