Dispute over advertising tracking without consent: Apple will ask for permission in the future


Apple is testing an opt-in dialog for personalized advertising in iOS 15. Instead of recording customer activities in preinstalled iOS apps such as the App Store for advertising purposes by default, a message will appear in the future as to how developers can access the beta of the next big one Report operating system version. When opening the App Store for the first time, a question has recently appeared asking whether the user would like to activate or deactivate personalized advertising in Apple apps.

Personalized advertising enables “more relevant” advertisements, according to the iPhone company. The IDs used for this should be created locally on the device and not linked to the Apple ID – this serves data protection. Apple does not track its users for this and does not pass on any personal data to third parties.

According to its own information, the company relies on segments of at least 5000 people each for its advertising platform. For this purpose, the name, age and address of the user as well as their download activities in the App Store and iTunes Store as well as reading activities in Apple News are used. You can also use “context information” such as the device used, the cell phone provider and the rough device location. Apple’s advertising platform currently includes the App Store, Apple News, and Apple Stocks.

This preference for its own in-house advertising platform was criticized by other advertising groups in the spring when Apple introduced its tracking transparency initiative. Since then, third-party apps first have to ask for permission for advertising tracking. Apple defines advertising tracking as cross-app or cross-provider tracking.

Apple encountered particular headwinds when it was launched in France. In addition to a cartel complaint, a large startup association also launched the General Data Protection Regulation (GDPR) against Apple and complained to the data protection authority Commission Nationale de l’Informatique et des Libert├ęs (CNIL). The latter apparently passed the complaint on to the Irish colleagues in the meantime.

Apple’s inquiry dialog is probably the reaction to the complaint, explained a spokesman for France Digitale to iGeneration. The violation of the GDPR was “so obvious” that Apple lost the game from the start. Apple originally dismissed the allegations as “obviously wrong”: They were a “pathetic attempt at distraction” from “those who track users”.

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