Apple to Revamp App Data Consent Rules

Apple has agreed to change its rules on how app providers can use user data on iPhones and iPads for personalised advertising, following an investigation by the German regulator, Bundeskartellamt. The regulator objected to the way Apple had designed different consent requests for its own offerings and third-party apps, treating its own services more favourably.

The App Tracking Transparency Framework (ATTF) introduced rules for third-party app providers on the use of data on iPhones and iPads, but these rules did not apply to Apple's own offerings. The Bundeskartellamt found that this created a self-preferencing situation, where Apple's own services were held to a lower consent standard than those of its competitors.

The agreed changes include introducing neutral prompts and allowing developers to combine Apple's mandatory tracking request with their own data-protection prompt. This means that developers will no longer have to present users with two separate hurdles, and the consent pop-ups will be stripped of discouraging wording and symbols.

The changes will apply across almost all of the European Union, and will be policed for seven years by an independent trustee. Apple has four months from the formal decision to make the changes. According to Andreas Mundt, President of the Bundeskartellamt, Apple is allowed to provide a level of protection for its users that exceeds the minimum legal requirements, but the rules must not treat its own offerings better than those of its competitors.

## Why it matters The changes to Apple's app data consent rules have significant implications for users and developers across the European Union. The introduction of neutral prompts and the ability to combine tracking requests with data-protection prompts will create a more level playing field for third-party app providers. This will also give users more control over their data and how it is used for personalised advertising. The fact that the arrangement will be policed for seven years by an independent trustee ensures that Apple will be held accountable for its actions and that the changes will be enforced.

## What happens next Apple has four months to implement the changes, and the independent trustee will monitor the company's compliance over the next seven years. This is a significant development in the ongoing debate over data protection and privacy in the tech industry, and it will be interesting to see how Apple and other companies respond to these changes in the coming months.