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In spite of all the proven progress of modern medicine, some people are attracted to alternative or “holistic” remedies and approaches. Many of these are not dangerous. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is alongside, and not instead of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Online Wellness Figures

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. An investigation into one such organization providing membership and advice to pregnant mothers has exposed numerous cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is international.

“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 expert of midwifery.

Understanding the Dangers and Context

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 absence of data. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

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

Skepticism and the Proliferation 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 philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about official advice.

Concern is growing that such ideas are acquiring more widespread purchase. 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 image of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Protections and Improvements

There is no turning the clock back to a time when doctors were presumed to know best. Vast quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They should include the choice of home birth and the availability of clear information to support women in choosing their care. Ministers and organizations including the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.