An Apple billboard in Milan showing a toddler holding an iPhone has sparked controversy in Italy, prompting the children's rights watchdog Autorità Garante per l'Infanzia e l'Adolescenza (AGIA) to refer the ad to three regulators for review.\n\nThe ad is part of Apple's 'Relax, it's iPhone' campaign, which typically depicts iPhones surviving risky scenarios. This billboard, with the tagline 'Tutto ok, è iPhone,' aims to suggest parents can relax if a toddler drops the device. However, AGIA criticized it for normalizing 'electronic babysitting' and undermining global discussions on minimum ages for digital device access.\n\nAGIA has referred the case to Italy's communications regulator AGCOM, the competition authority AGCM, and the advertising self-regulatory institute IAP for appropriate review and potential action.

Apple has not yet publicly commented on the issue.