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Despite all the established advances of contemporary medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. Many of these do no harm. As one cancer specialist observed in the past year, people undergoing cancer treatment will often 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 lessens distress, it can be beneficial.

The Proliferation of Digital Wellness Figures

But the explosion of online health influencers poses challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into one such business offering membership and advice to expectant mothers has revealed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is international.

“For whole populations, going through labour and birth without skilled 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, sometimes called free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a absence of reliable information. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a alarming recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had in the past undergone traumatic births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also become a breeding ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and feeding suspicion about government advice.

Concern is growing that such beliefs are acquiring more widespread traction. One presentation given at a cancer conference 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 operation that trains women as social media influencers as in addition to birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards 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 published online and many people use these to positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the choice of home birth and the availability of data to support women in making decisions. Policymakers and bodies including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.