Apple Delaying Plans To Limit Third-Party Tracking In Kids Apps: The Reasons Behind The Decision And

Earlier this year, there were reports suggesting Apple would limit third-party ad tracking in apps aimed at kids to better protect their privacy, and Apple formally announced changes in June. Apple initially planned to roll out these changes in September, but is now holding off to give developers more time to adjust to the new rules.

Apple's new App Store guidelines prevent apps for kids from using third-party analytics services, which can collect a lot of data about usage habits. Apple is also "severely curtailing" ad sales in kids apps.

Apple Delaying Plans To Limit Third-Party Tracking In Kids Apps

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In order to help keep kids' data private, apps in the kids category and apps intended for kids cannot include third-party advertising or analytics software and may not transmit data to third parties. This guideline is now enforced for new apps. Existing apps must follow this guideline by September 3, 2019.

Apple has not said how many children's apps collect personally identifiable information on children, making it unclear how widespread the issue is. Rather than blanket banning all tracking and cutting down on ads, developers want Apple to mandate that all kids apps use advertising and analytics vetted for safety.

Developers also take issue with the fact that the new rules don't prevent developers themselves from collecting data or showing ads, it simply limits third-party options. Developers say that Apple's new restrictions will simply incentivize them to start developing apps technically made for adults, even if the users end up being children.

You must comply with applicable privacy laws around the world relating to the collection of data from children online. Be sure to review the Privacy section of these guidelines for more information. In addition, Kids Category apps may not send personally identifiable information or device information to third parties. Apps in the Kids Category should not include third-party analytics or third-party advertising. This provides a safer experience for kids. In limited cases, third-party analytics may be permitted provided that the services do not collect or transmit the IDFA or any identifiable information about children (such as name, date of birth, email address), their location, or their devices. This includes any device, network, or other information that could be used directly or combined with other information to identify users and their devices. Third-party contextual advertising may also be permitted in limited cases provided that the services have publicly documented practices and policies for Kids Category apps that include human review of ad creatives for age appropriateness.

Apps intended primarily for kids should not include third-party analytics or third-party advertising. This provides a safer experience for kids. In limited cases, third-party analytics and third-party advertising may be permitted provided that the services adhere to the same terms set forth in Guideline 1.3.

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