By Denise Winterman BBC News Magazine Cruella de Ville has nothing on childcare guru Claire Verity, according to parents. But generations of children were raised using the techniques she champions and they turned out ok, so what's the fuss?
By Denise Winterman BBC News Magazine Cruella de Ville has nothing on childcare guru Claire Verity, according to parents. But generations of children were raised using the techniques she champions and they turned out ok, so what's the fuss?
It's rare that parents agree when it comes to the best way to raise children. Usually it's a debate which divides people with - and without - kids like nothing else.
It's rare that parents agree when it comes to the best way to raise children. Usually it's a debate which divides people with - and without - kids like nothing else.
But one woman is uniting parents across the UK in a way rarely seen before, according to some childcare organisations. Claire Verity's strict tough-love mantra appears to have provoked universal horror and disgust.
But one woman is uniting parents across the UK in a way rarely seen before, according to some childcare organisations. Claire Verity's strict tough-love mantra appears to have provoked universal horror and disgust.
Claire Verity's been a nanny for 24 yearsShe is one of three experts used in the Channel 4 programme Bringing Up Baby. In it six couples with newborns are given a mentor who favours one of three childcare methods.
Claire Verity's been a nanny for 24 yearsShe is one of three experts used in the Channel 4 programme Bringing Up Baby. In it six couples with newborns are given a mentor who favours one of three childcare methods.
Ms Verity's tough approach includes leaving your baby outside "to air'', cuddling them for only 10 minutes a day and ignoring them if they cry.
Ms Verity's tough approach includes leaving your baby outside "to air'', cuddling them for only 10 minutes a day and ignoring them if they cry.
Routine is everything and nothing must get in the way of it, especially not emotions.
Routine is everything and nothing must get in the way of it, especially not emotions.
Social commentators have branded her approach a "regime of rigidly timetabled neglect". Parents have jammed internet chatrooms to denounce her methods. There has been a flood of complaints to the television watchdog Ofcom and even the government.
Social commentators have branded her approach a "regime of rigidly timetabled neglect". Parents have jammed internet chatrooms to denounce her methods. There has been a flood of complaints to the television watchdog Ofcom and even the government.
Celebrity clients
Celebrity clients
It's not only parents that are rallying against her, other childcare experts have waded into too. The "queen of routine", Gina Ford, has sent a letter to the NSPCC protesting about Ms Verity's methods.
It's not only parents that are rallying against her, other childcare experts have waded into too. The "queen of routine", Gina Ford, has sent a letter to the NSPCC protesting about Ms Verity's methods.
For Ms Ford to be "the voice of reason" will be seen by some as bizarre in itself. Her own strict approach to raising children is viewed as extreme by many and polarises opinion among parents.
For Ms Ford to be "the voice of reason" will be seen by some as bizarre in itself. Her own strict approach to raising children is viewed as extreme by many and polarises opinion among parents.
Truby King believed in fresh air for babies"When Gina Ford is the liberal voice in a debate you do begin to wonder what's going on," says childcare historian, Hugh Cunningham.
Truby King believed in fresh air for babies"When Gina Ford is the liberal voice in a debate you do begin to wonder what's going on," says childcare historian, Hugh Cunningham.
But some people must agree with her methods, she has been a freelance nanny for 24 years. She has reportedly worked for Mick Jagger and Sting and charges up to £1,000 a day. But trying to find her supporters is not easy.
But some people must agree with her methods, she has been a freelance nanny for 24 years. She has reportedly worked for Mick Jagger and Sting and charges up to £1,000 a day. But trying to find her supporters is not easy.
"People like Gina Ford polarise opinion, it's a love-hate thing, but we've never seen a reaction like this," says Carrie Longton, co-founder of parenting website - Mumsnet.com.
"People like Gina Ford polarise opinion, it's a love-hate thing, but we've never seen a reaction like this," says Carrie Longton, co-founder of the parenting website Mumsnet.com.
"Almost everyone using our chatrooms is violently against her and they are reacting with such fervour. The odd person that does speak up for her just questions why people are getting so hysterical and isn't actually saying they agree with her."
"Almost everyone using our chatrooms is violently against her and they are reacting with such fervour. The odd person that does speak up for her just questions why people are getting so hysterical and isn't actually saying they agree with her."
Channel 4 has also come under fire for "sensationalising" Ms Verity's techniques to boost ratings. Some have questioned whether she even uses them herself. The channel insists no method is used in the show that Ms Verity would not use with her private clients.
Channel 4 has also come under fire for "sensationalising" Ms Verity's techniques to boost ratings. Some have questioned whether she even uses them herself. The channel insists no method is used in the show that Ms Verity would not use with her private clients.
'Fascistic mind frame'
'Fascistic mind frame'
But interestingly Ms Verity adheres to methods that were developed by a man who became a national hero in his native country of New Zealand, and whose legacy is still far-reaching in the country.
But interestingly Ms Verity adheres to methods that were developed by a man who became a national hero in his native country of New Zealand, and whose legacy is still far-reaching in the country.
The child welfare reformer, Sir Frederick Truby King, developed his "scientific" childcare regime in the 1920s and became renowned worldwide.
The child welfare reformer, Sir Frederick Truby King, developed his "scientific" childcare regime in the 1920s and became renowned worldwide.
"It was a time when people, largely men, started claiming the way to raise children was using science," says Mr Cunningham, a professor of social history at the University of Kent.
"It was a time when people, largely men, started claiming the way to raise children was using science," says Mr Cunningham, a professor of social history at the University of Kent.
She's being attacked for promoting an outdated method of parenting but that implies that other so-called experts are legitimate Professor Frank Furedi "Before it had been about a mother's instinct, but these experts didn't want things like emotions to get in the way. Their approach was much like how you might raise a young animal."
She's being attacked for promoting an outdated method of parenting but that implies that other so-called experts are legitimate Professor Frank Furedi "Before it had been about a mother's instinct, but these experts didn't want things like emotions to get in the way. Their approach was much like how you might raise a young animal."
The scientific approach, advocated by King and others such as JB Watson in the US, dominated childcare for decades. It only really started to be challenged after World War II, says Mr Cunningham.
The scientific approach, advocated by King and others such as JB Watson in the US, dominated childcare for decades. It only really started to be challenged after World War II, says Mr Cunningham.
"After the war people started to believe that using such an authoritarian way of raising children led to a fascistic mind frame. A wave of democracy spread through attitudes to childcare."
"After the war people started to believe that using such an authoritarian way of raising children led to a fascistic mind frame. A wave of democracy spread through attitudes to childcare."
But Truby King's techniques were a major success in many ways and the Plunket Society, which he founded in New Zealand in 1907, is still deeply rooted in family life in the country.
But Truby King's techniques were a major success in many ways and the Plunket Society, which he founded in New Zealand in 1907, is still deeply rooted in family life in the country.
'Insecurity and anxiety'
'Insecurity and anxiety'
He is credited with drastically reducing infant mortality in New Zealand and to this day parents of more than 90% of new babies in the country access Plunket Society services, it says.
He is credited with drastically reducing infant mortality in New Zealand and to this day parents of more than 90% of new babies in the country access Plunket Society services, it says.
A mark of his standing is the fact he was the first private citizen in New Zealand to be given a state funeral and the first to feature on one of its postage stamps.
A mark of his standing is the fact he was the first private citizen in New Zealand to be given a state funeral and the first to feature on one of its postage stamps.
Gina Ford has criticised Claire VerityHowever, the society does stress its philosophy of care underwent a "major shift" in the 1970s and Truby King's strict regime was replaced by a more "flexible model of care".
Gina Ford has criticised Claire VerityHowever, the society does stress its philosophy of care underwent a "major shift" in the 1970s and Truby King's strict regime was replaced by a more "flexible model of care".
Styling yourself on his original techniques is old fashioned at best, argue parents. Ms Verity declined to comment for this story. But some commentators cast the net of criticism wider, jabbing a finger at the whole "expert-driven parenting industry".
Styling yourself on his original techniques is old fashioned at best, argue parents. Ms Verity declined to comment for this story. But some commentators cast the net of criticism wider, jabbing a finger at the whole "expert-driven parenting industry".
"She's being attacked for promoting an outdated method of parenting but that implies other so-called experts are legitimate," says Frank Furedi, author of Paranoid Parenting.
"She's being attacked for promoting an outdated method of parenting but that implies other so-called experts are legitimate," says Frank Furedi, author of Paranoid Parenting.
"She is no better and no worse than all the other television nannies. I think this whole situation has reduced the paradigm of expert-driven parenting to an all-time low.
"She is no better and no worse than all the other television nannies. I think this whole situation has reduced the paradigm of expert-driven parenting to an all-time low.
"It's symptomatic of an unprecedented level of parental insecurity and anxiety."
"It's symptomatic of an unprecedented level of parental insecurity and anxiety."
But ultimately most parents object to Ms Verity's techniques because they "go against every gut reaction you have as a mother or father," says Ms Longton.
But ultimately most parents object to Ms Verity's techniques because they "go against every gut reaction you have as a mother or father," says Ms Longton.
"Whatever Claire Verity says, parenting is about instinct," says Abigail Flanagan, of Mumsnet.com, "and mine would be to show her the door."
"Whatever Claire Verity says, parenting is about instinct," says Abigail Flanagan, of Mumsnet.com, "and mine would be to show her the door."
