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Despite all the proven advances of contemporary medicine, some people are drawn to non-traditional or “holistic” remedies and approaches. A number of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Influencers

But the proliferation of online health influencers presents challenges that governments and regulators in many countries have not fully understood. A recent inquiry into a particular business providing membership and advice to pregnant mothers has exposed numerous cases of late-term 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.

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

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are not well understood due to a absence of reliable information. Childbirth can be a daunting experience, and excellent care is far from guaranteed. In England, a alarming recently published 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 justified. Many of the women interviewed for the inquiry had previously undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while mistrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Worry is rising that such ideas are gaining more widespread traction. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry 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 group 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 presumed 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 widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the availability of clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not compromised.