Apple billboard featuring toddler in Milan sparks controversy

An Apple advertising campaign in Milan has sparked significant controversy in Italy. The billboard, part of the ‘Relax, it’s iPhone’ series, features a very young child holding an iPhone with the slogan ‘Tutto ok, è iPhone’ (Everything is fine, it’s an iPhone).

While the campaign intended to demonstrate the device's durability and robustness, the Italian Authority for Children and Adolescents (AGIA) has raised concerns. AGIA argues the imagery risks normalizing ‘electronic babysitting,’ where young children are left with digital devices, potentially leading to psychological and cognitive development issues.

Following complaints from citizens and the consumer association Codacons, the billboard was removed from the streets of Milan. However, the matter has been referred to several regulatory bodies, including AGCOM (communications regulator), AGCM (competition authority), and the IAP (advertising self-regulation institute), to determine if the campaign violated ethical standards regarding the protection of minors.