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In spite of all the established advances of contemporary medicine, some people are drawn to alternative 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 instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise of Online Wellness Influencers

But the explosion of online health influencers presents problems that authorities and regulators in many countries have yet to grasp. An investigation into a particular organization providing membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths 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 professional support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a alarming recent report found a large majority 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. Many of the women spoken to for the inquiry had previously undergone traumatic births.

Skepticism and the Proliferation 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 followers to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling paranoia about government advice.

Worry is rising that such beliefs are acquiring more general traction. 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 image of an anti-establishment community 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 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 made available online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the availability of clear information to support women in choosing their care. Ministers and organizations including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.