🔗 Share this article

Despite all the established progress of modern medicine, some people are drawn to non-traditional or “holistic” cures and practices. A number of these are not dangerous. As a cancer specialist observed 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 instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Proliferation of Online Wellness Figures

But the explosion of online health influencers poses challenges that authorities and oversight bodies in many countries have not fully understood. An investigation into one such organization providing membership and advice to expectant mothers has exposed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is international.

“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 professor of midwifery.

Understanding the Risks and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had previously experienced traumatic births.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers looking for followers 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 government advice.

Concern is growing that such beliefs are gaining more widespread purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an rebellious community lies an enterprise that trains women as social media influencers as well as 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 assumed to know best. Vast quantities of scientific research are published online and many people use these to positive effect. But there is also a need for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the choice of home birth and the provision of clear information to support women in choosing their care. Ministers and organizations such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not compromised.