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March 17, 2021 03:27 pm

France Refuses To Block Apple's Big Privacy Changes

The online ad industry has been trying to stymie Apple's latest privacy enhancements by claiming they amount to an antitrust violation. However, early signs suggest the effort may be doomed. On Wednesday, the French Competition Authority refused to tell Apple to hold off implementing the changes, which will stop apps tracking iPhone and iPad users without their explicit consent, or force Apple to negotiate with app developers. From a report: The watchdog said what Apple was doing did not appear to be abusive, as "a company, even if it is in a dominant position ... has the freedom in principle to set rules to access its services, subject to not disregarding the laws and applicable regulations and that these rules are not anticompetitive." However, although the Competition Authority did not grant the "interim measures" that the Interactive Advertising Bureau (IAB) France and others had been seeking, it said it would continue investigating the merits of the case to see if Apple's new privacy rules allow the company itself to track users more than others can. Apple announced the contentious changes in June last year and was due to implement them in the fall, but complaints from Facebook and much of the ad industry led it to delay the move until early this year. Apple said in January that the changes would finally arrive in early spring. The iPhone maker attaches a unique code to each device, known as Identification for Advertisers, or IDFA. Advertisers can use this tag to monitor what users do in apps and how they interact with ad campaigns.

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