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In spite of all the proven advances of contemporary medicine, some people are drawn to non-traditional or “holistic” cures and practices. A number of these do no harm. As one cancer specialist noted recently, 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 typically not a concern. If it lessens distress, it can help.

The Rise of Digital Wellness Influencers

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into a particular business offering membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is international.

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

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a daunting 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 justified. Many of the women interviewed for the inquiry had previously experienced distressing births.

Distrust and the Spread of Falsehoods

But while distrust of established systems may be based on experience, it has also become a breeding ground for other influencers looking for followers 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 feeding suspicion about government advice.

Concern is rising that such beliefs are acquiring more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an rebellious community lies an operation that coaches women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Protections and Improvements

There is no going back to a time when doctors were presumed 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 poor advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the availability of data to support women in making decisions. Ministers and organizations including the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not undermined.