Talking to a professional councillor who works with young mums, she said the first thing her and her colleagues have to do these days, is counter all the stupid advice parents have picked up from Tik Tok and Instagram reels.

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PICTURE: Bastian Riccardi/Unsplash

"It’s really frustrating", she said. "All these supposed one minute experts" – hmm, I fit that category "making these videos! But they are much more concerned about what will go viral, than about what is true, real, or even the well-being of their audience." Wow!

On social media, views are king, not truth or care. The more extreme, bizarre or outrageous an idea, the more likely it is to go viral.

Remember that when you listen to even people like me!

paul clark

Paul Clark’s musings can be heard on radio across Australia and at