France fines Apple €150 million for iOS targeting restrictions

The French antitrust regulator has fined Apple €150 million ($162.42 million), accusing the company of discriminating against advertisers over its App Tracking Transparency (ATT) tool, which limits the collection of user data for targeting.

Image source: Medhat Dawoud / Unsplash

Advertisers and Apple’s competitors have long criticized the tool, saying it hurts their businesses. As CNBC reports, this is the first time Apple has been fined for its ATT system, which allows iPhone and iPad owners to opt out of certain apps tracking their activity.

The investigation in France was launched after complaints from several associations of online advertisers, publishers and internet companies, who accused Apple of unfair competition. And while the regulator said that the objective of ATT itself is not objectionable and protects users’ privacy, its implementation is “neither necessary nor proportionate to the stated objective of protecting user data.”

Small publishers, which rely heavily on data collection to monetize, were particularly hard hit. “ATT is seriously infringing on their opportunities,” the French agency said, ordering Apple to publish the decision on its website within seven days.

Apple, in turn, expressed disappointment with France’s decision, but emphasized that the regulator did not require changes to ATT tracking. Meanwhile, the story does not end there – other countries may follow France’s example.