Apple had to take urgent action in Milan, Italy, and remove one of its large advertising posters billboards. Part of the current campaign "Relax, it's iPhone"There was also a picture of a small toddler holding an Apple phone, which sparked a strong wave of criticism from local authorities for allegedly promoting inappropriate parenting habits.
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Resilience campaign hits back at child advocates
The entire advertising campaign is primarily focused on promoting the high durability and robustness of the device itself. Apple In it, he intentionally depicts various everyday situations in which the phone is exposed to a certain risk or danger of damage. Among the selected motifs are, for example, taking photos in heavy rain, watching videos with the phone,oneI am dangerously busy.ancsitting on the edge of the bathtub, a dog with iPhonein the mouth and last but not least, a very small child who is awkwardly holding the device in his hands.
However, as soon as the giant billboard with a toddler motif appeared on the Milan street via Melchiorre Gioia, the Italian organization for the protection of children and youth rights (AGIA) intervened. It received an official complaint from a concerned citizen, according to whom such billboard advertising dangerously normalizes the use of smartphones as so-called electronic baby monitors for the little ones. The office fully agreed with this opinion and immediately forwarded the case to the Italian telecommunications regulator AGCOM, the antitrust authority AGCM and the advertising self-regulation institute for further investigation and possible sanctions.
Quick response without unnecessary comments
As local Italian newspapers Prima Comunicazi reported immediately:one and Repubblica Milan, Apple He reacted very flexibly to the situation. Controversial billboard had the apple giant quickly remove it and quickly replaced it with a completely different and completely non-conflicting motif, which, for a change, promotes the useful functions of the Find localization network.
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Although the company has not yet publicly commented on the controversy, its swift response clearly indicates that it took the Italian authorities' concerns seriously. This happened despite the fact that the original and only intended message of the ad was simply to humorously point out the physical durability of the iPhone in clumsy children's hands, and not to specifically encourage parents to use electronics to soothe their children.
