● Covered by 1 source · 2 reportsLow impact1 negative1 neutral
Apple Removes Controversial iPhone Billboard in Milan After Watchdog Criticism
Key points
- Apple removed a billboard in Milan.
- The billboard showed a toddler holding an iPhone.
- Italy's AGIA criticized the ad for normalizing "electronic babysitting."
- The ad was part of the "Relax, it's iPhone" campaign.
- AGIA referred the case to three Italian regulators.
Billboard Sparks Controversy
Apple has replaced a billboard in Milan that depicted a toddler holding an iPhone. The advertisement, part of the company's "Relax, it's iPhone" campaign, drew criticism from Italy's children's rights watchdog, Autorità Garante per l’Infanzia e l’Adolescenza (AGIA).
Watchdog's Concerns
AGIA took issue with the billboard, stating it normalized "electronic babysitting" and potentially encouraged early digital technology use in young children. The watchdog's concerns were initially prompted by a Milanese citizen who found the image "disturbing."
Following the complaint, AGIA referred the matter to three Italian regulators: AGCOM (communications regulator), AGCM (Competition Authority), and IAP (advertising self-regulatory institute), for review.
The "Relax, it's iPhone" Campaign
The controversial billboard was part of Apple's ongoing "Relax, it's iPhone" campaign, which typically showcases the iPhone's durability in various situations. Other ads in the campaign depict iPhones in heavy rain, being nudged off a table by a cat, or carried in a dog’s mouth. The toddler image was likely intended to suggest parents could be at ease if a child dropped the device.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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How outlets covered it
Apple removed a billboard in Milan featuring a toddler holding an iPhone after an Italian children's rights watchdog criticized it for normalizing "electronic babysitting." The billboard was part of Apple's "Relax, it's iPhone" campaign, which highlights the device's durability.
An Apple billboard in Milan showing a toddler holding an iPhone has prompted Italy's children's rights watchdog, AGIA, to refer the ad to three regulators for review. The watchdog and a citizen criticized the ad for normalizing "electronic babysitting" and potentially encouraging early digital technology use in young children.