Apple Replaces Milan iPhone Billboard After Toddler Ad Drew Electronic Babysitting Criticism
Updated
Updated · 9to5Mac · Aug 14
Apple Replaces Milan iPhone Billboard After Toddler Ad Drew Electronic Babysitting Criticism
3 articles · Updated · 9to5Mac · Aug 14
Summary
Apple removed a Milan billboard showing a toddler holding an iPhone and replaced it with a Find My ad after backlash in Italy.
AGIA, Italy’s children’s rights watchdog, said the image could normalize “electronic babysitting” after a concerned citizen complained about the display on via Melchiorre Gioia.
The watchdog referred the case to AGCOM, the competition authority AGCM and advertising self-regulator IAP for review and possible action.
The billboard was part of Apple’s “Relax, it’s iPhone” durability campaign, which also shows the device in rain, near a bathtub, in a dog’s mouth and other risky situations.
Apple has not commented publicly, but the swift swap suggests it moved quickly to contain a controversy over how the campaign was interpreted.