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Despite all the established advances of contemporary medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. A number of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can help.

The Rise of Online Wellness Influencers

But the proliferation of online health influencers presents challenges that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other serious harm involving mothers or birth attendants linked 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 associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Dangers and Background

Giving birth 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 reliable information. Childbirth can be a frightening prospect, 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 particular, longstanding issues with maternity care are in many cases justified. A significant number of the women spoken to for the inquiry had in the past undergone traumatic births.

Distrust and the Spread of Misinformation

But while mistrust of institutions may be based on experience, it has also become a fertile ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and fuelling paranoia about official advice.

Worry is rising that such beliefs are gaining more widespread purchase. One presentation 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 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 safeguards from poor advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the choice of home birth and the provision of clear information to empower women in making decisions. Ministers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not compromised.