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In spite of all the established progress of modern medicine, some people are attracted to non-traditional or “holistic” cures and approaches. A number of these are not dangerous. As a cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Influencers

But the proliferation of online health influencers presents challenges that governments and regulators in many countries have yet to grasp. An investigation into one such business offering membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants linked 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,” according to a professor of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a frightening experience, and high-quality 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.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the investigation had in the past experienced distressing births.

Skepticism and the Spread 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 converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in spreading lies about vaccines and fuelling paranoia about government advice.

Worry is rising that such beliefs are acquiring more general purchase. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an rebellious community lies an operation that coaches 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 Protections and Improvements

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 beneficial effect. But there is also a critical necessity for protections from dangerous advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should 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 strategies for the information ecosystem so that evidence-based healthcare is not undermined.