French advertising organizations lodge complaint with competition regulator over Apple privacy changes

October 28, 2020

By Lara O’Reilly

A group of influential French internet advertising associations have filed a complaint with the French competition regulator over Apple’s forthcoming app-privacy update.

The Interactive Advertising Bureau France, Mobile Marketing Association France, Syndicat des Régies Internet and Union Des Entreprises de Conseil et Achat Média hope the complaint will at the very least, force Apple to delay rolling out the changes, currently due for early 2021. The complaint was filed with the French Autorité de la Concurrence (ADLC) on Oct. 22.

An ADLC spokeswoman confirmed the authority had received the complaint and indicated the authority would “examine it with the utmost care” as this is a sector it is “monitoring closely.”

In a statement, an Apple spokesman said the company believes “privacy is a fundamental human right” and that it supports the European Union’s leadership in protecting privacy with laws such as Europe’s General Data Protection Regulation.

“A user’s data belongs to them and they should get to decide whether to share their data and with whom. With iOS 14, we’re giving users the choice whether or not they want to allow apps to track them by linking their information with data from third parties for the purpose of advertising, or sharing their information with data brokers,” the statement continued. “These rules apply equally to all developers — including Apple — and we have received strong support from regulators and privacy advocates for this new feature.”

The upcoming change, announced in June, will require all app developers to request permission from users in order to track them or access their device’s advertising identifier — known as the IDFA — in order for other companies or websites to use that information for advertising or the measurement of ads. The change was originally expected to roll out in September, to coincide with the launch of Apple’s iOS 14 operating system, but the company delayed the implementation until an unspecified point early next year to give developers more time to prepare.

Ad tech observers have argued that presented with a simple option to either opt out, or opt in to tracking, a majority of users are likely to opt out — which would likely drive down app publishers’ ad rates. Plus, experts have said, the change will also be highly disruptive in areas ranging from measurement, to frequency capping and fraud prevention. Another outcome of the IDFA changes, observers have surmised, could be that more developers choose to charge users for their apps, rather than monetizing them through advertising, which would allow Apple to take a cut of that revenue under current App Store rules. Apple still offers a publishers an “identifier for vendors” — IDFV — enabling them to use their first-party data for personalized ads across the suite of different apps they own. The company also says it doesn’t share device data with data brokers or link data collected from its apps with user or device data collected from third-parties for advertising or measurement purposes.

The coalition of French companies argue that Apple is imposing …read more

Source:: Digiday

      

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