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Despite all the established progress of modern medicine, some people are drawn to non-traditional or “holistic” remedies and approaches. Many of these are not dangerous. As one cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not instead of, scientifically-backed 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 challenges that governments and oversight bodies in many countries have not fully understood. A recent inquiry into one such organization providing membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

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

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a frightening experience, and high-quality care is far from guaranteed. In England, a alarming recent report found a large majority of hospital maternity services 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 spoken to for the inquiry had in the past experienced traumatic births.

Skepticism and the Spread of Falsehoods

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

Concern is growing that such beliefs are gaining more general purchase. One presentation 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 community lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The organization does not present itself 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. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a need for safeguards from dangerous advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the option of home birth and the availability of clear information to empower women in making decisions. Ministers and bodies such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not undermined.