“For almost 25 years, you've welcomed CBeebies into your home.”
“Whether you've watched with your child every day, turned to us for a favourite programme at bedtime, or simply trusted us to provide a safe and positive experience, we're incredibly grateful for that trust.”
“We never take it for granted.”
“That's why today we're setting out the CBeebies Parenting Promise: our commitment to supporting you as you help your child learn through play.”
Patricia Hidalgo, Director, BBC Children's & Education
Read our promise below…
Our promise
To support parents and carers to help every child in the UK learn, grow and thrive through trusted, joyful and high-quality experiences that spark curiosity, build confidence and make learning through play part of everyday life.
Who we are
CBeebies is the UK’s No 1. provider of content for children under 7 in the UK.
For nearly 25 years, CBeebies has been part of family life, trusted by parents more than any other children’s content brand. We bring decades of experience and expertise to crafting programmes and experiences with care and purpose for pre-school children and families with great storytelling at their heart.
That trust has been earned, and we never take it for granted.
Parents and carers choose CBeebies because they know our content is made with care, purpose and integrity. It is backed by experts, parents and carers and loved by little ones.
Audience positioning
Parents and carers value CBeebies as a safe space for all young children to learn through play. Free from commercial influence, it helps children make sense of the world through content rooted in public service values.
Our promises to parents and carers
We promise to put the audience at the heart of everything we do, contributing positively to their child’s early years development and connection with their community, to help children learn through play.
We promise that our programmes are commissioned and developed with the most talented and experienced children’s programme makers in the industry, creating content and telling stories that support development at every stage.
We promise that every programme is rigorously reviewed by humans at multiple stages to ensure the very highest standards and that they always embodies the BBC’s founding principles of ‘Inform, Educate and Entertain’.
Our ethos is 'Everyone is Welcome', always. We celebrate and reflect the diverse lives, interests and experiences of children across the UK, making sure that every child has the opportunity to see children who look like them, living lives that they recognise and identify with. No child should feel excluded.
What guides us
When making decisions, we ask ourselves:
Is this in the best interests of our audience?
Does this support our children's development, help them understand the world around them, and enhance their early years learning?
Is it original, engaging and age appropriate? Does it showcase the very best of creativity and storytelling?
Is it crafted with care, visually, musically and editorially?
What we won't compromise on
Children's wellbeing comes before everything else
Quality and purpose always matters
We will not broadcast or publish content created primarily by AI. Our principles are to always be open and transparent, prioritising creativity, in the best interest of the audience.
Human creativity, editorial curation, judgement and accountability will remain at the heart of everything we make.
We will never be shaped by commercial pressures.
“When families feel supported, children have the best chance to flourish. That's the promise that sits behind every programme we make, every story we tell and every experience we create.”
