Press Release: Paediatricians and child-development experts urge tech platforms to scrap ‘0+’ ratings for babies

Major technology and content platforms are being urged to stop presenting content as suitable for babies under two in an open letter published today by the 1001 Critical Days Foundation and backed by leading child-health, early-years and development experts. 

The letter calls on platforms to stop using ratings such as ‘0+’ and ‘suitable for all ages’ where these may be interpreted by parents as reassurance that content has been assessed as developmentally appropriate for a baby. It asks companies to make ‘Suitable from 2+’ the earliest age rating for this type of content.

It follows research commissioned by the 1001 Critical Days Foundation and conducted by academics from four UK universities. The review recommends that babies under two should not receive intentional, regular screen time and identifies concerns spanning bonding and play, language development, sleep, emotional regulation, eye health and obesity. 

The Foundation stresses that the letter is not about blaming parents. The review does not claim that every screen exposure causes harm, and a video call with a grandparent is not the same as leaving a baby alone with a continuous stream of videos. The letter instead asks platforms to take responsibility for the signals their content ratings send to families. 

Dame Andrea Leadsom, Founder and Executive Chair of the 1001 Critical Days Foundation, said: 

“Caring for a baby can be joyful, but it can also be exhausting, and in those tired, pressured moments parents rely on the signals platforms give them. Parents need support, not judgement. A “0+” label can look like reassurance that content has been assessed as suitable for a baby’s development, when public health guidance points the other way. We are asking technology companies for a simple, practical change: stop presenting babies as a target audience before they can even speak.”

Will Quince, Chief Executive Officer of the 1001 Critical Days Foundation and co-lead signatory to the letter, said: 

“This is a clear and proportionate ask. Content ratings should give parents accurate information, not false reassurance. Where age-based ratings are used, ‘2+’ should be the earliest rating for this kind of content. We would welcome the opportunity to work with platforms that are ready to take early, responsible action.”