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Despite all the established progress of contemporary medicine, certain people are attracted to alternative or “holistic” cures and approaches. Many of these are not dangerous. As one cancer specialist noted recently, people receiving 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 usually not a concern. If it reduces distress, it can help.

The Rise of Online Wellness Influencers

But the explosion of online health influencers poses problems that governments and oversight bodies in many countries have not fully understood. An investigation into a particular organization providing membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is global.

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

Examining the Dangers and Background

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a frightening experience, and excellent care is not 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, longstanding issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had in the past experienced traumatic births.

Distrust and the Spread of Misinformation

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

Concern is rising that such beliefs are gaining more widespread traction. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment 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 Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies reward increasingly sensational 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. Policymakers and bodies including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.