German Publishers Seek 10% Revenue Fine over Apple Tracking Rules
German publishers and advertisers urged Germany’s competition authority to reject Apple’s App Tracking Transparency revisions and enforce fines of up to 10% of annual global revenue. They contend that neutral consent prompts and simplified permissions still give Apple sole control of advertising-related data.
1. App Tracking Transparency Framework
Apple’s App Tracking Transparency feature lets iPhone users block cross-app tracking and requires apps to request permission. The proposed revisions include neutral consent prompts for both Apple services and third-party apps, plus a streamlined process for developers to obtain tracking permissions.
2. Industry Associations’ Objections
Groups representing German publishers, media agencies and advertisers argue that the proposed neutral prompts and simplified permissions fail to address the core issue: Apple’s exclusive control over advertising-related data. They contend that advertisers remain unable to access critical user data for targeted campaigns.
3. Potential German Antitrust Fines
Under German competition law, firms deemed to have abused market power can face fines up to 10% of their annual global revenue. The associations have formally requested the competition authority to impose the maximum penalty if Apple’s adjustments are rejected.
4. Implications for Apple’s Business
A rejection of the revisions and a substantial fine could pressure Apple to fundamentally alter its privacy framework, potentially reducing its control over advertising data. Such a move may affect Apple’s ad-services revenue and set a regulatory precedent in other EU markets.