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In spite of all the established advances of contemporary medicine, some people are drawn to alternative or “holistic” remedies and practices. Many of these do no harm. As one cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Proliferation of Online Wellness Figures

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have yet to grasp. An investigation into a particular business providing membership and advice to expectant mothers has revealed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is headquartered in North Carolina, its reach is international.

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

Examining the Dangers 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 frightening experience, and high-quality care is far from guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the investigation had in the past undergone distressing 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 fertile ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Concern is growing that such beliefs are gaining more general 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 well as birth attendants. The organization does not present itself to be a certified medical provider.

The Need 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 positive effect. But there is also a need for protections from dangerous advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to maternity services are urgently needed. They should include the choice of home birth and the provision of data to support women in making decisions. Policymakers and bodies such as the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.