Government campaign to tackle early years misinformation

The government has launched a new national campaign to help parents navigate unreliable advice and false expectations about early years care circulating online.

The ‘Best Start in Life’ campaign aims to support parents of young children who are increasingly turning to social media for advice.

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Research shows that a third (33%) now use social media for support, with 68% reporting they struggle to trust conflicting information and 69% saying they feel overwhelmed by the amount available.

The initiative brings together NHS and government-backed guidance covering topics such as feeding, sleep, speech and language, child development and local childcare options.

The campaign is launching with a new film featuring child psychologist Professor Sam Wass and a collaboration with Hasbro’s Peppa Pig, highlighting the role of reading, chatting and play in preparing children for school.

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Health secretary Wes Streeting said that while it was understandable that tired parents turned to unverified social media posts for advice, it was vital that they obtained reliable information.

‘That’s why this Best Start in Life campaign is so important, and the health benefits are so clear,’ he added.

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‘When parents get the right advice on things like nutrition, sleep and development, children arrive at school ready to learn, with stronger immune systems and better mental health that can last a lifetime.’

The campaign will run across television, radio and social media, as well as through GP surgeries, family hubs, libraries and early years settings.