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In spite of all the proven progress of modern medicine, certain people are drawn to non-traditional or “holistic” remedies and approaches. A number 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 alongside, 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 Figures

But the explosion of online health influencers poses problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular organization offering membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Examining the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of maternity units 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 interviewed for the inquiry had in the past experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while mistrust of established systems may be based on experience, it has also become a breeding ground for other influencers looking for followers to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling paranoia about official advice.

Concern is growing that such ideas are gaining more general purchase. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards and Improvements

There is no going 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 positive effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the choice of home birth and the provision of data to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not undermined.