The French antitrust regulator has fined Apple €150 million ($162.42 million) for discriminating against advertisers through its App Tracking Transparency (ATT) tool. ATT limits user data collection for targeted ads, a move that has long been criticized by advertising companies and Apple’s competitors.
According to CNBC, this is the first time Apple has been fined for its ATT system, which allows iPhone and iPad users to block certain apps from tracking their activity. The French investigation began after complaints from online advertisers, publishers, and internet companies, accusing Apple of unfair competition.
Impact on Advertisers and Small Publishers
While the regulator acknowledged ATT’s goal of protecting user privacy, it deemed its implementation “neither necessary nor proportionate” to that objective. Small publishers, who rely heavily on data collection for revenue, were particularly affected. The agency noted that ATT significantly restricts their ability to monetize content.
Apple has been ordered to publish the decision on its website within seven days. However, the regulator did not require Apple to modify the ATT system itself, notes NIX Solutions. The company expressed disappointment with the ruling but maintains that its privacy policies serve users’ interests.
Possible International Consequences
This decision could set a precedent for other countries, as similar concerns about ATT’s impact have been raised globally. We’ll keep you updated as more developments unfold.