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Despite all the established advances of modern medicine, certain people are attracted to alternative or “holistic” cures and practices. A number of these are not dangerous. As one 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 typically not a concern. If it lessens distress, it can help.

The Proliferation of Online Wellness Influencers

But the proliferation of online health influencers poses 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 fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is global.

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

Understanding the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a shocking recent report found two-thirds 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 interviewed for the investigation had in the past undergone distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling suspicion about government advice.

Concern is rising that such ideas are acquiring more general 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 sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Safeguards and Reforms

There is no turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for protections from poor advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the provision of data to empower women in making decisions. Policymakers and organizations including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.