New parents are feeling increasing pressure to live up to 'insta-perfect' expectations, new research suggests.
This has even led to more than one in three (up to 38%) admitting they lie about their baby's achievements to others. Nearly one in 10 confess they tell these types of fibs all the time.
Some 67% of new parents say online parenting forums, parenting experts and 'Instagram families' make them worry they are not doing a good enough job, the study by Cubo Ai reveals.
And while 'parent one-upmanship' is irritating to 44% of the new mums and dads polled, as many as a third (32%) say it makes them feel worried they are failing as a parent.
Plus, a whopping 82% feel there is an 'immense pressure' to live up to society's high expectations of parenting.
Some 39% of new parents also complain of having a 'baby bragger' in their group of friends who makes everyone else question their own child's achievements. Anyone spring to mind?
In a list of the most annoying baby brags, 'my baby sleeps through the night' tops the list, voted for by 50% of new mums and dads just trying to do their best.
'My baby is already talking' (44%), 'my baby NEVER cries' (43%), 'the health visitor says my baby is really advanced' (41%), and 'my baby is so pretty they could be a model' (36%) also feature high as things that get under parents' skin.
The study of 1,000 parents of children aged three and under also unearths a third (34%) who were polled admit they cannot stand it when other people comment on their child's development.
Some 37% say they cannot bear the thought of someone thinking their child's development is slow or delayed, while 36% just want to avoid being judged altogether.
It also seems dads are more likely to tell white lies about how well their baby is doing compared to mums, with 43% and 34% respectively.
"Our research highlights just how anxious new parents are about their babies – especially when it comes to sleep," says Brian Lin, CEO of Cubo Ai.
They study also reveals 49% of new parents feel concerned their little one will fall ill, especially during the night, while 44% are worried about a blanket or teddy covering the baby's face while they are sleeping, putting them in danger.
And four in 10 (40%) feel panic-stricken if their child does not sleep through the night, while a fifth (20%) are worried their baby would somehow manage to climb out of their cot and hurt themselves.
Watch: Research reveals just how rough new parents have had it during the pandemic