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In spite of all the proven progress of modern medicine, some people are attracted to alternative or “holistic” cures and practices. A number of these are not dangerous. As a cancer specialist observed in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Rise of Online 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 one such organization offering membership and advice to pregnant mothers has revealed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is based 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 Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a alarming recent report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Distrust and the Proliferation of Misinformation

But while mistrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Concern is growing that such ideas are acquiring 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 community lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not present itself to be a certified medical provider.

The Requirement for Safeguards and Reforms

There is no turning the clock back to a time when doctors were assumed to know best. Vast quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They should include the option of home birth and the availability of data to empower women in choosing their care. Ministers and organizations including the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not compromised.