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Despite all the established advances of modern medicine, certain people are attracted to non-traditional or “holistic” remedies and practices. Many of these are not dangerous. As one cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can help.

The Rise of Online Wellness Figures

But the explosion of online health influencers presents challenges that governments and regulators in many countries have yet to grasp. An investigation into one such organization offering membership and advice to expectant mothers has revealed dozens cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered 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,” as stated by a professor of midwifery.

Examining the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is legal in countries 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 high-quality care is far from guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and fuelling paranoia about government advice.

Concern is rising that such beliefs are acquiring more widespread traction. One paper given at a cancer conference 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 enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Requirement for Protections and Improvements

There is no turning the clock back to a time when doctors were presumed 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 protections from poor advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the option of home birth and the provision of clear information to empower women in choosing their care. Policymakers 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.