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In spite of all the established progress of modern medicine, some people are attracted to alternative or “holistic” remedies and approaches. Many of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Digital Wellness Influencers

But the explosion of online health influencers presents challenges that authorities and regulators in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is international.

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

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks 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 alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had in the past experienced distressing births.

Distrust and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also become a fertile ground for other influencers looking for followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading lies about vaccines and feeding paranoia about government advice.

Worry is growing that such ideas are gaining more general traction. 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 image of an anti-establishment sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Requirement for Protections and Improvements

There is no going 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 positive effect. But there is also a critical necessity for protections from dangerous advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the provision of data to support women in making decisions. Policymakers and bodies such as the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not compromised.