You can recently hide ads on Safari thanks toDistraction Control. This novelty ofiOS 18, initially called Web Eraser, radically transforms your browsing on iPhone by allowing you tocustomize the display of web pages.
A feature that makes the French media cringe, because it allows users tohide ads, which is one of the main sources of income for certain newspapers.Le Monde, Le Figaro, 20 Minutesand many others take a very dim view of this tool which could impact their turnover.
French media counterattack
More than 300 information sitesare affected by this threat. The General Information Press Alliance which represents them is sounding the alarm. Some of these media depend largely on advertising revenue to finance their content.
The armed wing of digital advertising, Alliance Digitale, has strengthened the ranks. The two organizations denounce an existential threat to the web economy. According to them, Distraction Control could call into question free access to quality information.
Europe as referee
Apple did not deign to respond to the first letter sent in May 2024. The French organizations therefore changed strategy bydirectly alerting the European Commission. Perfect timing as Apple is already under increased scrutiny following the DMA.
The French media do not intend to stop there:legal actionis being prepared behind the scenes if Apple persists in its silence. The Apple firm, which is already forced to modify its ecosystem for Europe, may have to review its plans for Distraction Control. This battle will shape the future of your access to information online.
On the one hand, your freedom of navigation without advertising, and on the other, the economic survival of the media you consult every day. A delicate balance that European justice may soon have to decide.
It is good to point out that many people already use ad blockers, either via an extension, or thanks to abrowser that integrates one automatically,but it is not the majority.The fact that such a feature is offered natively to Safari users could lead to a generalization of the phenomenon.
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By : Keleops AG
