I think a lot of parents are worried that they are wasting their time with baby photo contests. Obviously the companies who run the contests have to make money, and at the face of it no company can turn a profit just from letting people submit their baby photos. But of course they want to find parents to do some market research. You can always opt out of this. For companies though it is a really easy way to make sure they know you are a real parent. So it boils down to advertising. When you enter a baby photo contest take note of any adverts you see on the entry page. Once you submit your entry you will probably see more banner ads on that page too.