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Despite all the proven advances of modern medicine, certain people are drawn to non-traditional or “holistic” remedies and approaches. Many 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 change is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Digital Wellness Figures

But the explosion of online health influencers poses challenges that authorities and oversight bodies in many countries have yet to grasp. An investigation into one such 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 linked with it. While the company is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Dangers and Background

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had in the past undergone traumatic births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also proved to be a breeding 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 spreading falsehoods about vaccines and feeding paranoia about official advice.

Worry is rising that such ideas are gaining more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation 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 claim to be a certified medical provider.

The Need for Safeguards and Reforms

There is no going 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 safeguards from dangerous advice. It is widely understood that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the choice of home birth and the availability of clear information to empower women in choosing their care. Ministers and bodies including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not compromised.