Apple to Ease App Tracking Consent Prompts for Developers in EU
Move follows pressure from European competition regulators who said Apple's tracking-consent system favored its own apps over third-party developers.
Apple is changing its App Tracking Transparency (ATT) prompts for apps distributed in parts of Europe, according to a report by TechCrunch. The change will give developers more flexibility in how they present tracking-consent requests to users.
The move comes after competition regulators in Europe raised concerns that Apple's existing tracking-consent system placed third-party app developers at a disadvantage compared with Apple's own apps and services, TechCrunch reported.
App Tracking Transparency, introduced by Apple in 2021, requires apps to ask users for permission before tracking their activity across other apps and websites for advertising purposes. The feature has been credited with reducing data collection by advertisers but has also drawn criticism from developers who argued the consent screens were designed in a way that discouraged users from allowing tracking, according to the report.
Under the new approach described by TechCrunch, developers in the European Union will be able to use consent screens that are described as less alarming than the current prompts, giving them greater control over how tracking requests are worded and presented to users.
TechCrunch did not specify an exact timeline for when the updated prompts will roll out or provide further detail on the specific design changes involved.
The adjustment reflects continued scrutiny of Apple's practices by European regulators, who have previously examined the company's App Store policies and other business practices under competition rules.
Sources
EGazette summarizes reporting from multiple sources; follow the links for the originals.
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