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In spite of all the established advances of contemporary medicine, certain people are attracted to non-traditional or “holistic” remedies and practices. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is in addition to, and not in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Wellness Influencers

But the explosion of online health influencers presents challenges that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into a particular business providing membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is global.

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

Examining the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a frightening prospect, and high-quality care is far from guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services 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 interviewed for the inquiry had in the past experienced distressing births.

Skepticism and the Proliferation of Falsehoods

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

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

The Requirement for Safeguards and Reforms

There is no turning the clock 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 need for protections from poor advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They must include the choice of home birth and the provision of clear information to support women in choosing their care. Policymakers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.