Charity urges tech giants to remove 'suitable for babies' ratings for under-twos

A charity dedicated to supporting children during their first 1001 days has written to the world's largest technology firms demanding immediate changes to content ratings. The organisation is specifically urging companies to remove any labels or promotions suggesting digital material is suitable for babies under two years of age, citing developmental concerns about early screen exposure. The first 1001 days—from conception to age two—are increasingly recognised as a critical window for brain development, emotional attachment and lifelong health outcomes. Child development specialists consistently advise that infants under two learn best through face-to-face interaction and exploratory play rather than screen-based media, prompting the charity's intervention with industry leaders. This campaign highlights growing concerns amongst early years professionals about the commercial targeting of families with very young children. While parents face increasing pressure to use digital devices as educational tools or entertainment for babies, emerging evidence suggests screen time in infancy may disrupt sleep patterns, attention spans and parent-child bonding during this crucial developmental period.