Life for overwhelmed parents is set to get that bit easier as the government kicks off a new national campaign to help them cut through the bombardment of sometimes unreliable advice and false expectations online.

From Instagram gurus to TikTok tips, turning to online communities is an understandable trend among parents of young children - with new research revealing a third (33%) now scroll social media for support.

However, the vast majority (68%) are battling with conflicting advice that they struggle to trust, causing 7 in 10 (69%) to feel overwhelmed by the amount of information available.

Contributing to this confusion are viral posts that push unverified ‘miracle’ fixes or hacks, with short-form videos from sources offering no evidence to back their claims, often doing more harm

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