Apple to enforce privacy tool in April

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Apple to enforce privacy tool in April

By Alexandra Leonards

7/4/2021

Apple is reportedly launching a new privacy tool which stops apps tracking online users without permission later this month.

The app tracking transparency (ATT) tool has been criticised by some companies, including Facebook, who have said that it will impact their sales.

The privacy tool will force app developers to ask permission before it can track activities across other company apps and websites, according to Reuters.

The move was first announced in June 2020, but Apple said that it would delay the ATT to give advertisers time to get ready for the changes.

“This is just part of the evolution of protecting our users, and the data that’s used for tracking is actually our customers’ data – it’s their data,” Jane Horvath, Apple chief privacy officer, told the PA news agency. “So users should have transparency about how their data is used.
She added: “They should have control over whether their data is used for tracking as well.”

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