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Despite all the proven progress of contemporary medicine, some people are attracted to non-traditional or “holistic” remedies and practices. Many of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not in place of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can help.

The Rise of Digital Wellness Influencers

But the explosion of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into a particular organization providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its influence is global.

“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

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a absence of data. Childbirth can be a frightening prospect, and high-quality care is far from guaranteed. In England, a alarming recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had previously undergone distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such beliefs are gaining more general traction. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an rebellious sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Need for Protections and Improvements

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

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