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In spite of all the proven progress of contemporary medicine, certain people are attracted to non-traditional or “holistic” cures and practices. Many of these are not dangerous. As a cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise of Digital 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 organization offering membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is global.

“For whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Examining the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recent report found two-thirds 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. A significant number of the women interviewed for the inquiry had in the past experienced traumatic births.

Skepticism and the Spread of Falsehoods

But while distrust of established systems may be rooted in experience, it has also proved to be a breeding ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and feeding suspicion about government advice.

Concern is growing that such beliefs are gaining more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened 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 well as birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Improvements

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

In the UK, necessary reforms to childbirth care are urgently needed. They must include the option of home birth and the availability of clear information to support women in choosing their care. Ministers and bodies including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not undermined.