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In spite of all the established advances of modern medicine, some people are drawn to non-traditional or “holistic” remedies and approaches. Many of these do no harm. As a cancer specialist noted in the past year, people receiving cancer treatment will frequently 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 concern. If it reduces distress, it can help.

The Rise of Digital Wellness Figures

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have not fully understood. An investigation into a particular business offering membership and advice to expectant mothers has exposed numerous cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

“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 expert of midwifery.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had previously undergone traumatic births.

Skepticism and the Spread of Misinformation

But while mistrust of established systems may be based on experience, it has also proved to be a fertile ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about official advice.

Worry is growing that such beliefs are gaining more general purchase. 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 operation that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Protections and Reforms

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a need for protections from poor advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the choice of home birth and the provision of data to empower women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not compromised.