An Apple billboard in Milan, Italy, showing a young child holding an iPhone, has sparked a major debate in the country. Italy’s child rights watchdog, AGIA, has taken the matter to the authorities, arguing that the image normalizes the impact of electronic devices on children.

The advertisement is part of Apple’s “Relax, it’s iPhone” campaign, which emphasizes the durability of its devices. Previous campaigns have included images of iPhones being used in the rain or dropped by pets.

The electronic babysitting controversy

The slogan “Tutto ok, è iPhone” (It’s all iPhone) and the image of a young child holding the device aim to convey the message that parents shouldn’t worry if their children drop the device. However, the Italian children’s rights organization AGIA harshly criticized this, describing it as “electronic babysitting.”

Acting on a complaint from a Milan resident, the organization stated that the advertisement contradicted global discussions about the appropriate age for children to access digital technology. AGIA warned that leaving very young children alone with such devices could be the beginning of addictions that could lead to significant mental and cognitive problems later in life.

The official investigation process has begun.

The organization stated that the advertisement’s ethical boundaries should be questioned and referred the matter to Italy’s electricity regulator AGCOM, the Competition Authority AGCM, and the advertising self-regulatory body IAP. The investigations and possible sanctions of these institutions regarding the advertisement will become clear in the coming days.

There has been no official statement from Apple regarding the matter yet. Do you think these kinds of advertisements have a negative impact on children’s technology use?