The government has this week launched the Best Start in Life campaign, aimed at helping parents navigate online misinformation about early childhood development. The initiative brings together NHS and government-backed guidance.

Education Secretary, Bridget Phillipson said: “The path to opportunity for every child begins in the early years, and ensuring children are ready to learn and thrive when they start school is vital – yet new parents face an overwhelming amount of conflicting online information.”

The campaign is part of a wider government effort to improve early years support and outcomes.