With a broad-based PR campaign, Facebook is trying to stop a data protection function set for iOS 14: The one soon to be prescribed by Apple Opt-in for tracking in apps reduces the effectiveness of targeted advertising and thus harms small companies, who would thereby reach fewer customers, argued Facebook in a message – and in full-page ads in large US daily newspapers.

Apple’s specification does not serve data protection, but the profit of the iPhone group: The change would “force” companies to switch from advertising to subscription models and in-app purchases, on which Apple also earns.

Facebook and Instagram soon with tracking opt-in Facebook plans to implement the opt -in-Dialog for tracking can also be integrated into the Facebook app and Instagram on iOS. One does not agree with “Apple’s approach and solution”, but is forced to show the warning dialog, otherwise there is a risk of being kicked out of the App Store. This will have “tough” effects for companies that advertise their products on mobile devices and on the web, Facebook says – everything will be done to keep the effects of optimizing and targeting advertising campaigns as small as possible.

Apple is using its control over its own app store to its own advantage and is damaging developers and companies at the same time, according to Facebook – that is anti-competitive and that action will be taken against it. For example, in the legal dispute between Epic Games and Apple about in-app purchases, the group wants to explain how Apple’s “unfair guidelines” around app sales would harm third parties.

Apple: Users should decide In a statement to the US media, Apple emphasized that Facebook would not have to change anything in its model for targeted advertising through the tracking opt-in, it was setting it only in advance that the user is informed and given the option to decline.

Apple’s software boss recently called on European data protectionists and regulators to encourage Apple to introduce the deferred anti-tracking function to support. It is obvious that “some companies” want to stop the function in order to retain their “unrestricted access to user data”. The fact that Apple is abusing its market power under the guise of data protection are “strange claims” and “wrong arguments,” according to the Apple manager. He also doesn’t believe that the move will “dramatically damage” advertising-financed products – the advertising industry will adapt and find new ways “for effective advertising without invasive tracking”.

Advertising ID in iOS up to iOS 13 apps have free access to the so-called IDFA (Identifier for Advertising) – a unique advertising ID of the device. It is accessible by default, but users can switch it off in the privacy settings – it is similar in Android.

Apple’s new framework App Tracking Transparency (ATT) turns the tables in iOS 14: Before accessing the advertising ID, the operating system displays a warning and gives the user the choice of consenting to the tracking or of rejecting it. The use of App Tracking Transparency is currently optional, but should be mandatory for apps in the App Store from the beginning 2021. The introduction was originally planned for autumn 2020, but was postponed by Apple.

(lbe)