LONDON, England: The commercial baby food industry powerfully shapes early childhood nutrition in the UK and globally. Despite its trusted image, its products often contain disturbingly high levels of sugar, a significant health hazard only made possible by the fact that these products are not regulated for their high sugar content. This blatant disregard for child health in the pursuit of economic gain, hidden by a range of marketing techniques designed to fabricate a healthy image, is now coming under sustained criticism from various corners of the dental and media landscape. Among the actors leading the charge is the British Dental Association (BDA).