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In spite of all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. Many of these are not dangerous. As one cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Rise of Online Wellness Influencers

But the explosion of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into one such business offering membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach 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 expert of midwifery.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a shocking recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had previously undergone distressing births.

Distrust and the Proliferation of Misinformation

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 “well-being” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and fuelling paranoia about official advice.

Concern is rising that such ideas are gaining more general traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Need for Protections and Reforms

There is no turning the clock back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a critical necessity for protections from dangerous advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, improvements to maternity services are urgently needed. They should include the option of home birth and the provision of clear information to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.