How Apple is making the mobile privacy pips squeak
The tech giant’s decision to require opt-in consent for access to ad tracking is likely to have positive and negative consequences for the app industry and consumers. By Phil Lee of Fieldfisher.
Apple has made a series of privacy-related announcements this year that have grabbed the attention of privacy lawyers more than usual and created waves throughout the mobile app and advertising communities.
These include enhanced privacy transparency, geolocation tracking controls, and recording indicators on iOS, as well as its new privacy reporting functionality for the Safari browser. But it was Apple’s declaration that it will require opt-in consent for access to the iPhone Identifier for Advertising (IDFA) – tipped to cause major upheaval in the $80 billion mobile app install industry – that potentially has farthest-reaching implications across all mobile and online tracking.