The clip ran for two weeks in Helsinki’s movie theaters as part of an annual campaign against various forms of violence (the city has previously run a campaign against violence toward the elderly, for instance). “Neglecting a child can be one kind of violence,” a city spokesperson told Quartz.

Helsinki’s PSA has drawn some ire, with both the health department and the Finnish advertising ethics council receiving complaints (link in Finnish). According to local media reports, some residents questioned whether it was right to imply that smartphone use was a form of neglect, without addressing physical violence. Others interpreted the ad as unfairly directed towards mothers.

Within days, Helsinki’s health agency apologized (link in Finnish) for offending viewers. “The City of Helsinki does not want hurt or insult anybody,” a spokesperson said.

Other major cities have also expressed concern about citizens’ heavy smartphone use. Earlier this year, officials in Seoul installed hundreds of signs at pedestrian crossings and on sidewalks, reminding residents to remember oncoming traffic while they’re facedown in their phones.

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