Ministers have been accused of "insulting" mums with plans for a new drive to woo stay-at-home parents back to work.
Work and Pensions Secretary Mel Stride is reportedly plotting moves to encourage stay-at-home mums to return to the office, including an advertising blitz and a letter writing campaign.
The proposal comes as part of Tory efforts to get people back into work and boost lagging productivity.
A Whitehall source told the Sun: “Mel has been taking a fresh look at the whole system since becoming Secretary of State and isn’t afraid to shake things up.
“Part of that involves examining the structure of Universal Credit as it stands and understanding how barriers or disincentives can be reduced or removed to ensure as many people as possible who can work - do.”
However the report triggered fury from critics who said the way to help stay-at-home parents was a major overhaul to the UK's complex and costly childcare system.
Rishi Sunak has shelved plans Liz Truss's plans for "big bang" childcare reforms, which were due to include increasing free childcare support by 20 hours a week and scrapping staff to child ratios.
CBI chief Tony Danker warned this week that parents are being forced to limit the hours they work because affordable childcare is not available.
A Government source told the Mirror that there were efforts to engage with the non-working partners of in-work Universal Credit claimants as the benefit is claimed on a household basis, rather than individuals.
But the source denied that stay-at-home mums were being specifically targeted.
Labour MP Stella Creasy tweeted: "Things that get mums into work: a) affordable childcare b) flexible working c) tackling discrimination.
"Things that don't a) letters from Ministers who have fail to provide any of the above.
"Stop insulting mums. Start listening to them!"
A Labour source added: “This is more evidence of a tired government that’s run out of ideas and has zero ambition for women across this country.
"Tory tinkering around the edges will not deliver for women but Labour’s modern childcare system will give all parents, and particularly women, choices about getting back into the workplace as well as the growth our economy needs."
Brett Wigdortz, founder of TeachFirst and CEO of early years initiative tiney, said: "The DWP's plan to get 'stay-at-home mothers' to re-enter the workforce through adverts and letters overlooks a crucial factor: childcare costs are swallowing up incomes and leaving work has become a necessity for many parents - not a choice.
"Government focus should be on introducing sensible reforms to reduce the financial burden childcare presents to most parents whilst also making the market sustainable for providers."
Labour is expected to put childcare at the heart of its election offer.
Shadow Education Secretary Bridget Phillipson is understood to be drawing up plans for major expansion of free childcare that could be worth around £6billion a year.
