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In spite of all the proven advances of modern medicine, certain people are attracted to alternative or “holistic” remedies and practices. Many of these do no harm. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not instead of, scientifically-backed treatment, this is usually not a concern. If it lessens distress, it can help.

The Proliferation of Digital Wellness Influencers

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. 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 connected to mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is international.

“Across 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 Risks and Background

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had previously undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also become a breeding ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and feeding paranoia about official advice.

Concern is rising that such beliefs are gaining more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Protections and Improvements

There is no going 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 critical necessity for protections from poor advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the provision of data to empower women in making decisions. Policymakers and bodies including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.