According to privacy rights advocate Max Schrems, Apple's ad tracking system violates European law.
Updatedwith the arrival of iOS 14This tracking system, called IDFA, allows advertisers to know which audience viewed their ad and then purchased the product. This information is anonymized; that of the device numbers is given by Apple to advertisers, who can thus analyze their customers and better target them.
But according to Schrems, and his association NOYB (None of your business), this new practice by Apple does not respect European law on cookies. In fact, it is prohibited by this text to place a cookie or any tracer on a device without the consent of its user.
In this sense, Apple had originally planned to display a warning window to give the user the choice of whether or not to activate this ad tracking. But ultimately the Cupertino company announced that it would not do so immediately, to give advertisers time to adapt.
Upcoming legal battle between Schrems and Apple
NOYB also criticizes the fact that Apple does not really give the user a choice. Even if he were to ask for his consent, he does not give the user any other option than to activate this new functionality. Schrems fears that a user's refusal to activate it could restrict the phone's capabilities, which would again be illegal.
Schrems therefore filed several complaints in Germany and Spain against the apple brand. And Apple would do well to take them very seriously. With NOYB,Schrems has already won several legal battlesagainst digital giants such as Facebook or Google.
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By : Keleops AG
