An open letter to tech leaders: No content is suitable for babies under two
The world's biggest technology companies have the power to help give babies the best start in life.
The 1,001 critical days, from pregnancy to age two, are the most important period in a babies development. During this time, a baby's brain develops at an extraordinary rate, building around one million new neural connections every second.
These precious early years shape a child's future health, learning, relationships and wellbeing.
Yet today, many of the world's biggest digital platforms continue to label content as "0+" or "suitable for all ages".
For parents, those labels can send a message: that screen content is suitable for babies.
The evidence tells us otherwise.
That's why the 1001 Critical Days Foundation has written an open letter to the world's leading technology companies, calling on them to make one simple but important change:
Replace "0+" and "suitable for all ages" with "Suitable from 2+"
Why we're calling for change
Around the world, public health guidance is clear: babies under two should not be exposed to screens.
New research commissioned by the 1001 Critical Days Foundation and conducted by researchers from four UK universities strengthens that message. After reviewing thousands of studies, researchers found growing evidence linking higher screen use in babies with poorer developmental outcomes, including:
Sleep difficulties
Language delays
Emotional regulation challenges
Poorer eye health
Increased risk of obesity
Later difficulties with friendships and social development
No parent wants to make a choice that could affect their baby's development. But parents can only make informed decisions if they are given clear, accurate information.
A simple change could make a big difference
Technology companies shape the information millions of families see every day.
Changing content ratings from "0+" or "Suitable for all ages" to "Suitable from 2+" is a simple, practical step that would bring age guidance closer to international public health recommendations.
It won't stop parents accessing content.
It won't remove content from platforms.
It will simply ensure that parents are no longer given the impression that screen content is recommended for babies.
Our open letter
Today, we have written to the leaders of the world's biggest technology companies, urging them to update their content ratings so that no content is labelled or promoted as suitable for babies under two.
Our call is supported by leading organisations, clinicians, researchers and experts from across child health, early years and academia, united by one shared belief:
Every baby deserves the best start in life.
Read our full open letter below.
Every baby should experience the best start in life
The 1,001 critical days are a once-in-a-lifetime opportunity to build the foundations for a healthy future.
Babies don't need screens to learn and thrive. They need loving relationships, responsive conversations, play and human connection.
We're calling on technology companies to help parents make informed choices by ensuring that no content is presented as suitable for babies under two.
Because when it comes to giving every baby the best start in life, clear information matters.