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In spite of all the established progress of contemporary medicine, some people are drawn to non-traditional or “holistic” cures and approaches. A number of these do no harm. As one cancer specialist noted recently, people receiving cancer treatment will often 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 problem. If it reduces distress, it can be beneficial.

The Proliferation of Online Wellness Figures

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have not fully understood. A recent inquiry into one such organization offering membership and advice to pregnant mothers has exposed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants linked 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 linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The potential dangers 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 a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had in the past undergone distressing births.

Skepticism and the Spread of Misinformation

But while mistrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding suspicion about government advice.

Worry is rising that such beliefs are gaining more general traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment community lies an operation that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood 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 provision of data to support women in choosing their care. Ministers and bodies such as the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.