Apple has removed one of its billboards in Milan, Italy, following public complaints that the advertisement normalised so-called “electronic babysitting”. The iPhone advert depicted a toddler holding a food-smeared handset, accompanied by the Italian text “Tutto ok, è iPhone”, which translates as “It’s okay, it’s an iPhone”.
The Italian children’s rights watchdog, Autorità Garante per l’Infanzia e l’Adolescenza (AGIA), had received a call from a concerned citizen. That individual believed the advert normalised the practice of placating a child with an electronic device.
The complaint against the campaign
AGIA subsequently issued a statement accusing Apple of failing to take the matter seriously. It said the company was putting children on a path towards digital addiction and potentially placing their psychological and cognitive development at risk.
The advertising campaign, however, was not suggesting that toddlers should be given iPhones. Instead, the image formed part of Apple’s broader “Relax, it’s iPhone” campaign, which was designed to promote the device’s durability.
Part of a wider durability campaign
Other images in the campaign showed someone using an iPhone in the rain, a dog holding an iPhone in its mouth, and an iPhone resting at the edge of a bathtub. Each depicted situations that once made smartphone owners cringe, before companies such as Apple made additional efforts to increase device durability.
Despite the campaign’s intended message, Apple remained conscious of the advert’s optics and chose to take it down. The billboard has since been replaced with an advertisement showcasing the device’s Find My capabilities.
Source
Image: appleinsider.com
