Move and Play Every Day: National Physical Activity Recommendations for Children 0-5 Years was part of a suite of physical activity guidelines issued by the Australian Government Department of Health and Ageing in 2010. Guidelines included the recommendation that "children younger than 2 years should not spend any time watching television or using other electronic media." In-depth semistructured interviews investigated parents’ interpretations and factors affecting decision making regarding screen time behaviors of their young children (from birth to 2 years). Results reveal great diversity in understandings of recommendations and confirm that unique contextual factors, many of which emerge from the micro-environment of the family home, affect decision making. Variations in interpretation may account for disparities in the awareness and effectiveness of recommendations. Results may help inform future guidelines and interventions by pointing to the need to consider the idiosyncratic nature of young families in order to have the desired impact.