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Despite all the proven advances of contemporary medicine, certain people are drawn to alternative or “holistic” cures and practices. Many of these are not dangerous. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can help.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers presents problems that governments and regulators in many countries have not fully understood. An investigation into one such business offering membership and advice to expectant mothers has exposed numerous cases of third-trimester fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach 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 Risks and Context

Childbirth without medical assistance, known as 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 daunting experience, and high-quality care is far from guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Misinformation

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

Concern is rising that such ideas are acquiring more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Safeguards 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 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 more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the provision of clear information to support women in making decisions. Ministers and organizations such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.