This article critically engages with the concept of screen time. We explore the screen time recommendations from the World Health Organization (WHO) and their application in a Swedish context. We also investigate the experiences and opinions of the recommendations and advice on screen time, as well as screen media use in early childhood among parents of young children (0–3 years of age) in Sweden. The study draws on qualitative semi-structured interviews during multiple home visits from a diverse sample of 16 families. Findings are discussed through the prism of the ‘moral economy’ of the household and the ‘social imaginaries’ underpinning this. We have identified two types of approaches to guidelines on screen time among parents. Based on our findings, we recommend organisations in Sweden and beyond to rethink and revise the current guidelines, including the WHO recommendations. © 2024 Helena Sandberg, Ulrika Sjöberg & Ebba Sundin.