🔗 Share this article

Despite all the established progress of contemporary medicine, some people are drawn to alternative or “holistic” cures and approaches. Many of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Online Wellness Figures

But the proliferation of online health influencers presents challenges that governments and regulators in many countries have yet to grasp. A recent inquiry into a particular business providing membership and advice to expectant mothers has exposed dozens cases of late-term stillbirths or other serious harm involving mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is global.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by 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 poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a alarming recent 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. A significant number of the women spoken to for the investigation had previously experienced distressing births.

Skepticism and the Proliferation of Falsehoods

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

Concern 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”. This investigation shows that behind the image of an anti-establishment community lies an operation that coaches 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 going 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 safeguards from dangerous advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the availability of data to empower women in choosing their care. Ministers and bodies including the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not compromised.