The present study introduces the ways in which parents mediate young children’s digital media practices in Azerbaijan, a former Soviet country. This study reveals a new parental mediation strategy – subterfuge, which refers to parents’ indirect communication about digital media restrictions with their children. With this approach, parents blame digital devices or internet connectivity for limiting children’s access. Using the strategy, parents prefer indirect interference with their children’s digital practices to avoid upsetting or confronting them. The strategy is explained through parental ethnotheories – parents’ cultural beliefs and values about childrearing. The study calls for adding parental ethnotheories to research on parental mediation in digital environments. Findings presented here originated in a study involving five families with a five-year-old child through family visits and the living journals method developed specifically for this study.