Parenting expert and Supernanny star Jo Frost has issued an urgent plea to parents across the world, warning against a habit she says fuels children's iPad obsession and unhealthy screen time. During a TikTok discussion, she explained how a simple three-word phrase can alter a child's way of looking at the technology in their hands and encourage them to cut down on time spent gaming online or scrolling during evening hours.
Why calling an iPad a 'treat' backfires
Frost argued that framing tablets as a "treat" can lead children to value screen time above other pursuits. She recounted a message from a mother who said: "My toddlers play outside and they get dirty, and then they come inside and really relax. And as a treat, as a treat, I give them the iPads to watch."
Frost responded: "And that, ladies and gentlemen, is one of the biggest problems today. Because when you see the iPad as a treat, the golden shrine, the one thing that seems like the best overall, your children will see it as that too."
Making everyday play feel special
She emphasised that "for children, being outside should be normal" and that "coming inside and playing Hungry Hippo should feel normal. Colouring and reading animated stories to the children should feel normal." Frost added: "And all of that is the treat, the specialness of childhood. A toddler's day should be filled with curiosity."
Frost urged parents not to place tablets and technology above other experiences that nurture children's learning and development. She said putting tech on a pedestal "is to undervalue all the above things I mentioned and downplay the real meaningful stuff that makes a difference, like learning new words, developing better motor skills and widening your creativity, sharing with others and sustainable attention and focus and sequence, and socially enjoying presence and building and bonding and loving dancing and nursery rhymes and more."
A tool, not a treat
She concluded: "So remember the next time you label tech as a treat, because it's not. A tool for some and a time waster for many, and a digital dummy for your kids to keep them pacified instead of satisfied with the life they could be having as normal. Remember this message."
