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Despite all the proven advances of contemporary medicine, some people are attracted to alternative or “holistic” remedies and approaches. A number of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Proliferation of Digital 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 a particular organization offering membership and advice to expectant mothers has exposed dozens cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is based in North Carolina, its reach is international.

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

Understanding the Dangers and Background

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a daunting experience, and excellent care is far from 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 valid. A significant number of the women interviewed for the investigation had in the past undergone distressing births.

Distrust and the Proliferation of Falsehoods

But while distrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in disseminating lies about vaccines and fuelling suspicion about government advice.

Worry is growing that such ideas are gaining more general purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious community lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Requirement for Protections and Reforms

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 critical necessity for protections from dangerous advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They should include the choice 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 develop strategies for the online information landscape so that evidence-based healthcare is not undermined.