Apple to change app data consent rules, says regulator

Apple is set to alter its app data consent protocols for iPhones and iPads, responding to concerns raised by Germany's competition authority regarding its treatment of third-party applications. The Bundeskartellamt, Germany's federal cartel office, announced Monday that Apple has made binding commitments to address these issues, effectively concluding the competition proceeding.

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It is key that personal data and privacy are protected effectively when using apps. Apple is allowed to provide for a level of protection for its users that exceeds the minimum legal requirements.

The regulator had expressed concern that Apple's App Tracking Transparency Framework required third-party app providers to obtain additional consent through an Apple-defined prompt for certain cross-company data uses. Crucially, these rules did not apply uniformly to Apple's own services, leading to competition concerns.

Andreas Mundt, President of the Bundeskartellamt, emphasized the importance of protecting personal data. He stated that while Apple is permitted to offer enhanced user privacy protections, any additional rules within its ecosystem for data usage must not unfairly favor its own offerings over those of competitors, as per Germany's specific regulations for large digital companies.

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However, if Apple sets up additional rules within its ecosystem for the use of data, these rules must, under Germany’s special abuse provision for large digital companies, not treat its own offerings better than those of its competitors.

Under the new commitments, Apple will significantly align the consent requests for its own services and third-party apps. The company will also remove potentially discouraging symbols and wording from its predefined requests for third-party providers. App publishers will gain more flexibility to integrate Apple's consent request with those required by data protection laws, ensuring clarity for users.

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This is precisely where our competition concerns arose. Apple will now align the consent requests much more closely and give third-party app providers more freedom to combine the necessary requests in a sensible way.

Mundt clarified that the changes are not designed to boost consent rates for personalized advertising. "It is expressly not our aim to help achieve the highest possible levels of consent to personalised advertising," he said. "We want to ensure that users can make a free and informed decision."

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It is expressly not our aim to help achieve the highest possible levels of consent to personalised advertising. We want to ensure that users can make a free and informed decision.