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In spite of all the proven progress of contemporary medicine, certain people are drawn to alternative or “holistic” cures and practices. Many of these are not dangerous. As a cancer specialist observed recently, people undergoing 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 usually not a problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Figures

But the proliferation of online health influencers presents challenges that authorities and regulators in many countries have not fully understood. A recent inquiry into a particular business providing membership and advice to pregnant mothers has exposed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is international.

“Across whole populations, going through labour and birth without skilled support is linked to higher levels of risk for mother and baby,” according to a professor of midwifery.

Understanding the Risks and Context

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

Concerns 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.

Distrust and the Spread of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for followers to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling paranoia about government advice.

Concern is growing that such beliefs are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an operation that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Need for Protections and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is widely understood that the automated systems used by tech companies promote 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 clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not undermined.