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Despite all the established progress of modern medicine, some people are attracted to non-traditional or “holistic” cures and approaches. Many of these are not dangerous. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Online Wellness Figures

But the explosion of online health influencers presents challenges that governments and regulators in many countries have not fully understood. An investigation into a particular organization offering membership and advice to pregnant mothers has exposed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is global.

“For whole populations, going through labour and birth without professional support is linked to 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 nations including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to 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 become a breeding ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Worry is rising that such beliefs are gaining more widespread traction. 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 claim 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 presumed to know best. Vast 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 more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the availability of data to empower women in making decisions. Ministers and bodies such as the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not undermined.