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In spite of all the established advances of modern medicine, certain people are drawn to non-traditional or “holistic” remedies and approaches. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will often 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 concern. If it reduces distress, it can be beneficial.

The Rise of Digital Wellness Figures

But the explosion of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. A recent inquiry into a particular business offering membership and advice to expectant mothers has revealed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is international.

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

Understanding the Dangers and Background

Childbirth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a daunting prospect, 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.

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 in the past undergone distressing births.

Distrust and the Spread of Misinformation

But while distrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and fuelling paranoia about government advice.

Worry is growing that such ideas are gaining more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an rebellious community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Protections and Reforms

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 positive effect. But there is also a need for safeguards from poor advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They should 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 strategies for the information ecosystem so that evidence-based healthcare is not compromised.