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Despite all the established progress of contemporary medicine, certain people are attracted to non-traditional or “holistic” remedies and practices. A number of these do no harm. As one cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Figures

But the explosion of online health influencers poses challenges that governments and oversight bodies in many countries have not fully understood. An investigation into one such business offering membership and advice to expectant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the entity is based 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.

Understanding the Risks and Background

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a frightening experience, and high-quality care is far from guaranteed. In England, a alarming recently published report found a large majority 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. A significant number of the women spoken to for the inquiry had in the past undergone distressing births.

Distrust and the Proliferation of Misinformation

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling paranoia about government advice.

Worry is rising that such beliefs 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 enterprise that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Need for Protections and Improvements

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 positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote more extreme 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 such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not undermined.