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Missing the bigger picture: Apple pulls down ad in Milan after children's rights group complains

AppleInsider • Fri, 14 Aug 2026

Missing the bigger picture: Apple pulls down ad in Milan after children's rights group complains

Someone missed the point of an iPhone billboard, prompting Apple to pull the advertisement down after it was accused of normalizing "electronic babysitting." Image credit: La Repubblica Apple has removed one of its billboards in Milan, Italy, after public outcry. The ad in question depicted a toddler holding a food-smeared iPhone paired with the text "Tutto ok, e iPhone," which translates to "It's okay, it's an iPhone." Apparently, the Italian children's rights watchdog Autorita Garante per l'Infanzia e l'Adolescenza (AGIA) had received a call from a concerned citizen. The citizen believed that Apple was normalizing "electronic babysitting," or the act of placating a child with an electronic device. Continue Reading on AppleInsider | Discuss on our Forums

What happened?

Someone missed the point of an iPhone billboard, prompting Apple to pull the advertisement down after it was accused of normalizing "electronic babysitting." Image credit: La Repubblica Apple has removed one of its billboards in Milan, Italy, after public outcry. The ad in question depicted a toddler holding a food-smeared iPhone paired with the text "Tutto ok, e iPhone," which translates to "It's okay, it's an iPhone." Apparently, the Italian children's rights watchdog Autorita Garante per l'Infanzia e l'Adolescenza (AGIA) had received a call from a concerned citizen. The citizen believed that Apple was normalizing "electronic babysitting," or the act of placating a child with an electronic device. Continue Reading on AppleInsider | Discuss on our Forums

Story details

Someone missed the point of an iPhone billboard, prompting Apple to pull the advertisement down after it was accused of normalizing "electronic babysitting." Image credit: La Repubblica Apple has removed one of its billboards in Milan, Italy, after public outcry.

The ad in question depicted a toddler holding a food-smeared iPhone paired with the text "Tutto ok, e iPhone," which translates to "It's okay, it's an iPhone." Apparently, the Italian children's rights watchdog Autorita Garante per l'Infanzia e l'Adolescenza (AGIA) had received a call from a concerned citizen.

The citizen believed that Apple was normalizing "electronic babysitting," or the act of placating a child with an electronic device.

Why it matters

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Original source

https://appleinsider.com/articles/26/08/14/missing-the-bigger-picture-apple-pulls-down-ad-in-milan-after-childrens-rights-group-complains?utm_source=rss