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Despite all the proven progress of modern medicine, some people are attracted to non-traditional or “holistic” cures and approaches. A number of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Proliferation of Digital Wellness Figures

But the proliferation of online health influencers presents challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into one such business providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Examining the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and high-quality care is not 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 specific, persistent 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.

Distrust and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also proved to be a fertile ground for other influencers seeking converts to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Concern is rising that such ideas are acquiring more widespread traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an operation 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 turning the clock back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for protections from poor advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the choice of home birth and the provision of clear information to empower women in choosing their care. Policymakers and bodies including the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not undermined.