EU trade bodies file a complaint against Apple’s planned privacy measures in iOS 14

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2020, 2:14 PM GMT+0

Ad groups fear the new privacy plans would damage the $45 billion mobile advertising economy.

The French chapters of the Interactive Advertising Bureau and Mobile Marketing Association have filed a complaint with the Autorité de la Concurrence (ADLC) against Apple’s plan to obstruct app developers from sharing mobile identifiers – IDFA – without specific user opt-in. The plan would permanently harm the mobile ad industry and affect businesses of some of the largest industry players, including Facebook.

After much consideration, Apple postponed the launch of restrictions that would prevent brands from targeting and measuring in-app ads on iPhones. But, the iPhone maker stated that it would happen in “early 2021.”

The France-based ad groups have also raised concerns that Apple could abuse the “distribution monopoly” of iOS apps. Damien Geradin, partner at Geradin Partners, said, “We don’t need Apple to police the internet!”

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