This article analyses the representation and reception of the advertising of children’s healthcare products in Chinese television. It engages with the concept of risk to analyse the representation of a coherent narrative of young children’s health-related risks comprising messages of environment, nature, nutrition and science. Within the narrative, interconnected risks – risks of everyday living, risks of environment pollution, risk of malnutrition – as well as a wider discourse of ‘risk and protection’ are constructed. This article also analyses parents’ reception of the discourse and their responses to perceived and real health risks contextualised in a neoliberal system marked by medicalised children’s healthcare and ‘truncated’ civic rights in China. This article argues that these institutional conditions reinforce the risk-centred narrative which invokes heightened parental uncertainties and anxieties about childrearing as part of the modern cultural experiences in China.