Childcare as a policy issue has received unprecedented attention under New Labour, through various aspects of the National Childcare Strategy introduced in 1998. This policy focus looks set to continue, with the government announcing the first ever 10-year plan for childcare in December 2004, and childcare playing a major role in the 2005 manifesto and general election. Early years care and education is a productive area for New Labour as initiatives here can address several agendas: increasing social inclusion, revitalising the labour market, and raising standards in education. The provision of childcare is seen as having the potential to bring women back into the workforce, modelling childrearing skills to parents understood as being in need of such support, and giving children the skills and experience they need to succeed in compulsory education. This article offers an overview of recent policy on childcare, drawing in places on a twoyear study of the choice and provision of childcare in London. The article examines the developments in childcare planned and set in motion by the government, identifying some points to be welcomed as well as areas of concern. The authors demonstrate that even for privileged middleclass consumers, such as those in their research, the current childcare market is a very "peculiar" one, especially when compared to the markets of economic theory. In conclusion, the authors argue that social justice in childcare is more than a matter of access, and highlight the lack of parental voice shaping the future direction and development of the childcare market.