Apple iPhone Ad with Child Sparks Outcry in Italy
An Apple advertising campaign in Italy, showcasing a child with a disheveled iPhone and the tagline "Tutto ok, è iPhone," has drawn backlash. Located on Via Melchiorre Gioia in Milan, the campaign has been reported to the Authority for Children and Adolescents by its head, Marina Terragni, who has called for a compliance review. Terragni criticized the advertisement for promoting smartphone usage among young children, referring to it as "electronic babysitting." The campaign depicts the iPhone in several hazardous scenarios. Detractors argue that the ad is insensitive given the ongoing concerns about screen time, especially with the WHO advising limits for children under five. A 2023 study in JAMA Pediatrics found a correlation between increased screen time at age one and developmental delays. Additionally, dietitian Verdiana Ramina condemned the ad for endorsing phone usage during meals.
Key facts
- Apple's Italian ad campaign featuring a child with an iPhone has sparked criticism.
- The billboard is located on Via Melchiorre Gioia in Milan.
- Marina Terragni, head of the Authority for Children and Adolescents, reported the ad to Agcom.
- The ad uses the slogan 'Tutto ok, è iPhone' (Everything's fine, it's iPhone).
- The campaign promotes iPhone durability, showing the phone in various conditions.
- Critics say the ad normalizes smartphone use by young children.
- WHO and pediatric groups recommend limiting screen time for children under five.
- A 2023 JAMA Pediatrics study linked early screen exposure to developmental delays.
- Dietitian Verdiana Ramina criticized the ad for normalizing phone use during meals.
- A similar 2022 UK ad for iPhone 13 did not attract criticism.
Entities
Institutions
- Apple
- Autorità garante per l'infanzia e l'adolescenza
- Agcom
- World Health Organization
- JAMA Pediatrics
Locations
- Milan
- Italy
- Via Melchiorre Gioia
- United Kingdom