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Many families turn to social media, where they encounter diverse service providers, conflicting advice and health misinformation. This may encourage medicalisation, treating normal developmental variation as a medical problem and paramedicalisation, the use of non\u2010evidence\u2010based therapies. Global search trends for non\u2010evidence\u2010based therapies and national registry data on diagnostic shifts (gastro\u2010oesophageal reflux, allergic colitis, ankyloglossia) illustrate how paramedicalisation and medicalisation shape infant care. 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