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In spite of all the established advances of modern medicine, some people are drawn to non-traditional or “holistic” cures and practices. Many of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Online Wellness Influencers

But the explosion of online health influencers poses problems that governments and regulators in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its reach is global.

“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.

Examining the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a alarming recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had in the past undergone distressing births.

Skepticism and the Proliferation of Falsehoods

But while distrust of institutions may be based on 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 “wellness” industry supposedly focused on healthy living was involved in spreading lies about vaccines and feeding paranoia about official advice.

Concern is rising that such beliefs are gaining more widespread traction. 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 image of an anti-establishment community lies an operation that trains 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 Reforms

There is no going 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 safeguards from poor advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the availability of data to support women in making decisions. Policymakers and organizations such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not undermined.