Apple's tracking demand in iOS: France sees distortion of competition

France's competition authority has imposed a fine of 150 million euros on Apple for an iOS function designed to create more transparency in advertising tracking by apps. Apple's "App Tracking Transparency" (ATT) framework itself is not problematic, but its implementation is "abusive in terms of competition law", the Autorité de la Concurrence announced on Monday following a lengthy investigation.

"Excessively complex" for users

According to the regulatory authority, Apple's system prevents app providers from meeting the requirements of the General Data Protection Regulation. Apps are forced to display multiple pop-ups, which ultimately makes it "overly complex" for users. The specific implementation in iOS is "neither necessary nor proportionate to Apple's stated goal of protecting personal data", Reuters quotes from the authority's decision. ATT is particularly detrimental to smaller app publishers, who are particularly reliant on advertising tracking.

Since iOS 14.5, apps must ask for the user's consent to access a fixed advertising ID assigned by the operating system. With knowledge of the ID, advertising tracking can then be carried out across apps and providers. Other forms of advertising tracking are prohibited by Apple for apps –, at least on paper –.

Since the function was announced around five years ago, advertising associations and publishers have been campaigning against it - particularly in France. However, similar investigations into the function are also underway in other European countries, including Germany.

Apple: No changes specified

In a statement to Reuter, Apple expressed its disappointment at the decision in France. At the same time, the company emphasized that the regulators had not demanded any specific changes to the tracking transparency function. The French competition authority only said that it was now up to Apple to comply with the decision.

(lbe)