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In spite of all the proven progress of contemporary medicine, some people are drawn to alternative or “holistic” cures and approaches. Many of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will often 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 lessens distress, it can be beneficial.

The Rise of Online Wellness Influencers

But the explosion of online health influencers poses challenges that authorities and regulators in many countries have not fully understood. An investigation into one such business offering membership and advice to pregnant mothers has revealed numerous cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is global.

“For whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of data. 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 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 in the past experienced traumatic births.

Skepticism and the Proliferation of Falsehoods

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

Worry is growing that such ideas are acquiring more general traction. One presentation 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 rebellious community lies an operation that coaches women as social media influencers as in addition to birth attendants. The group does not present itself to be a certified medical provider.

The Need for Safeguards and Improvements

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 beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the option of home birth and the availability of clear information to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not undermined.