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In spite of all the established progress of modern medicine, some people are drawn to non-traditional or “holistic” remedies and practices. A number of these are not dangerous. As a cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Influencers

But the explosion of online health influencers poses problems that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into one such business offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach 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.

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a shocking recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had in the past undergone distressing births.

Distrust 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 philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling paranoia about official advice.

Concern is growing that such ideas are acquiring more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image 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 Safeguards and Improvements

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for protections from dangerous advice. It is widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the choice of home birth and the availability of data to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not compromised.