Apple to change ad tracking rules after German probe

Germany's competition authority announced on Monday that Apple will alter its ad tracking rules for app developers following a multi-year investigation. The Federal Cartel Office found that Apple's App Tracking Transparency framework gave its own apps more favorable consent prompts than third-party developers, potentially breaching competition rules.

Apple has four months to make the required changes after the decision is served. These changes will last for seven years and be overseen by a trustee. Third-party app publishers will have more flexibility to combine Apple’s mandatory consent request with separate data protection consent prompts. The changes will apply in most European Union countries, and Apple mentioned it adapted the consent prompt's text and design at the authority’s request.

Developers of third-party apps, such as Facebook’s parent company Meta Platforms, require precise user data to display targeted ads, which tend to generate more revenue than broader campaigns. France and Italy have already imposed €150 million and €98.6 million fines on Apple, respectively, due to the ATT framework.