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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. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will often 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 concern. 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 regulators in many countries have not fully understood. A recent inquiry into a particular organization offering membership and advice to expectant mothers has revealed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its reach is international.

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

Examining the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had previously experienced traumatic births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling suspicion about government advice.

Worry is rising that such beliefs are gaining more widespread purchase. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for protections 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 choice of home birth and the provision of data to support women in making decisions. Ministers and bodies including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.