"Reject app tracking": Apple's feature is being viewed with increasing criticism
Users are being misled by Apple's feature, Polish regulators complain. Apple has again warned of the end of tracking demand in Europe.
(Image: Sebastian Trepesch / heise medien)
Apple's mandatory system for advertising tracking consent for iPhone apps is coming under increasing scrutiny from regulators in Europe: after countries like Germany, Italy, and France, Polish competition authorities have also launched an investigation. It is to be examined whether the company is abusing its market power. The accusation is that Apple has "misled its customers about the actual extent of data protection" and at the same time gained advantages in the advertising market over third-party providers, as the UOKiK, responsible for competition, reported according to Reuters according to Reuters.
Apple warns of the end of advertising tracking demand
In response to the investigation, Apple warned in a statement to the news agency that "strong pressure could force us to withdraw this feature." This would be "to the detriment of European consumers." The headwinds are coming from the data tracking industry, according to the company, which also stated that it wants to cooperate with the Polish regulators.
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For over four years, iOS has enforced a consent dialog whenever apps want to access the advertising ID assigned by the operating system. Users can either reject or allow this each time. This ID can be used to track, across multiple providers, whether users click on a banner in one app and subsequently load and open another app.
(Image: heise medien)
The feature, called "App Tracking Transparency" (ATT), caused considerable turmoil in the advertising industry after its launch in iOS 14.5. Facebook, in particular, which was very keen to use the advertising ID, complained of billions in losses at the time – but was ultimately able to change its advertising system.
France imposed a fine on Apple
In France, competition authorities ruled a few months ago that Apple's implementation is "abusive within the meaning of competition law" and imposed a fine of 150 million euros Apple's implementation is ‘abusive within the meaning of competition law’ and imposed a fine of 150 million euros. Following an examination in February, the German Federal Cartel Office criticized that the ATT rules only apply to other providers, but not to Apple itself. Apple emphasizes that the company does not share tracking data collected in its own apps with third-party providers and therefore does not fall under the requirements dictated by ATT.
(lbe)
