The folks at Baby Einstein are at it again – manipulating parents into buying products that are downright bad for babies. The American Academy of Pediatrics has recommended no screen time for children under two years of age. And a well publicized study out of the University of Washington established that babies who spend time watching Baby Einstein and Brainy Baby videos actually have LESS language (fewer words) than babies who do not. In fact, in 2008, following a complaint filed by the CCFC (Campaign for a Commercial-Free Childhood), the Federal Trade Commission told Baby Einstein and Brainy Baby to change their unfounded advertising claims. Despite all of this, the baby video craze continues.
Babies learn language from interacting with humans. They learn how to make their caregivers smile and they learn how to ask for what they need. They can even have conversations with people around them. When my sons were babies, I encouraged their babbling by pretending I knew what they were saying. “Really?” I’d reply. “Tell me more?” Followed with, “Oh my goodness! Then what happened?”…and their babbling would continue. This modeling and give-and-take can not and does not happen with videos. Some infant/toddler videos will “talk back” to the viewing audience, but this artificial conversation does not offer the rich social, emotional and intellectual advantages of true human interactions.
This is why the current Baby Einstein ad really got me upset. There is a mixed message being used to confuse and manipulate parents. Notice what the mom is doing. She is having a wonderful interactive moment with her baby. The emotions are genuine. The puppet is delightful and the baby is fully engaged – playing and learning in a natural way. However, the ad is selling videos which offer none of the genuine human interaction that babies thrive on. Shame on these marketers for once again putting their bottom line ahead what is actually good for babies.
They should call it Baby Village Idiot.
Concerned Windsor Parent
Okay, that's fine, but don't place Brainy Baby products in with Einstein. That study that you cite did NOT study Brainy Baby at all, so let's don't throw the baby out with the bath water. Brainy Baby was studied and found to be VERY effective and positive for learning. No loos of vocabulary for my child!
Thanks, Denise, for your input. However, all videos aimed at babies and toddlers are harmful in my view(and pediatricians agree). I'll add BabyFirstTV and Sesame Workshop to my list of irresponsible products. Also, check out my post from 6/16/09…research has shown that conversations between caregivers and children decrease when the TV is on. Even if noone is watching it. That is fascinating to me. When the American Academy of Pediatrics recommends no screentime for babies and toddlers under two, yet all these products lure parents into thinking they are helpful, I think there is a problem. I'd be interested to see the study you have described. Can you send it? Thanks. I do know that Brainy Baby (and Baby Einstein) did remove some of their marketing claims after the FTC received the letter of complaint from CCFC. Cut and paste this link to read more…http://commercialfreechildhood.org/pressreleases/ftcfailure.htm
I am sure your child is developing a wonderful vocabulary under your thoughtful parenting. Thanks again for weighing in!