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Despite all the proven advances of modern medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. A number of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Proliferation of Online Wellness Influencers

But the explosion of online health influencers presents problems that authorities 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 revealed numerous cases of late-term stillbirths or other severe injury 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.

Understanding the Dangers and Background

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had in the past undergone distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding paranoia about official advice.

Worry is growing that such ideas are acquiring more general traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade 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 Need for Safeguards and Improvements

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 beneficial effect. But there is also a need for safeguards from poor advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the option of home birth and the provision of clear information to empower women in choosing their care. Ministers and bodies including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.