Apple to overhaul ad tracking prompts across EU after German probe

Germany's Federal Cartel Office on Monday closed a multi-year investigation into Apple ↘ 0.24%, after the company committed to EU-wide changes to how its App Tracking Transparency framework presents consent prompts to users.

What the Regulator Found

The German competition authority determined that Apple's ATT framework gave its own apps more favorable consent prompts than those shown for third-party developers, potentially breaching competition rules. The investigation, which spanned several years, concluded with Apple agreeing to binding commitments rather than facing a formal finding of wrongdoing.english.aawsat+1

Under the settlement, Apple has four months to implement the changes after the decision is served. The commitments will run for seven years and be monitored by a trustee.reuters+1

What Changes

Consent pop-ups for third-party apps must be redesigned to remove discouraging language and symbols, and made visually and linguistically neutral. Third-party app publishers will also gain more flexibility to combine Apple's required consent request with separate data-protection consent prompts.reuters+1

Apple said the changes would apply in almost all European Union countries and that it had adapted the text and design of the consent prompt at the authority's request, according to Reuters.reuters

Broader European Context

The decision adds to mounting regulatory pressure on Apple across Europe over the ATT framework. France and Italy have already fined Apple €150 million and €98.6 million, respectively, over the same system. Developers of third-party apps, including Facebook parent Meta Platforms ↗ 1.90%, have long sought accurate user data so that targeted advertisements can be displayed on devices, which generate more revenue than broader campaigns.english.aawsat+2

Apple will continue requiring app developers in Europe to obtain user permission before selling their data or combining it with data purchased from data brokers — the core privacy mechanism remains intact, but its presentation must now treat all apps equally.mlex