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In spite of all the established advances of contemporary medicine, some people are drawn to non-traditional or “holistic” remedies and practices. A number of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Figures

But the explosion of online health influencers poses challenges that authorities and regulators in many countries have not fully understood. A recent inquiry into a particular business offering membership and advice to pregnant mothers has exposed dozens cases of late-term stillbirths or other severe injury connected to mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is global.

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

Examining the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a alarming recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the inquiry had previously experienced distressing births.

Skepticism and the Spread of Falsehoods

But while distrust of institutions 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 philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about official advice.

Worry is rising that such beliefs are gaining more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened 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 in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are published 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 must include the choice of home birth and the provision of clear information to empower women in choosing their care. Ministers and organizations including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.