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In spite of all the proven progress of modern medicine, certain people are drawn to non-traditional or “holistic” cures and approaches. A number of these are not dangerous. As one cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. An investigation into a particular business providing membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other severe injury 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 professional support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Risks and Background

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a daunting prospect, and high-quality care is not guaranteed. In England, a alarming recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had previously undergone distressing births.

Distrust and the Spread of Misinformation

But while mistrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling suspicion about government advice.

Concern is growing that such beliefs are acquiring more widespread 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 facade of an anti-establishment community lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Requirement for Safeguards and Reforms

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 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 availability of data to support women in choosing their care. Ministers and organizations such as the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.