The competition authority has just inflicted a severe cold shower on online advertising players.
The Authority “rejects the request for provisional measures”.
But she continues the investigation on the merits of the case.
Apple can therefore implement its policy aimed at giving consumers more choice over the use of cookies in an application.
The Authority was seized in October by several players in online advertising, including the IAB, UDECAM and the Syndicat des Régies Internet (SRI).
They fear that the new measures put in place by Apple will drastically reduce the effectiveness of targeted ads, causing consumers to refuse them.
This decrease would translate into a decline in revenues related to targeted advertising.
Read also: Mobile advertising: French associations attack Apple
The Competition Authority has analyzed the practices of Apple which "
presents itself as a champion of the privacy of its users
" recalls Isabelle de Silva, president of the Competition Authority.
It thus took into account the fact that in 2005, “
the brand decided to allow cookies to be blocked by default on its Safari browser
”.
She also asked the CNIL for an opinion.
The National Commission for Information Technology and Freedom estimated that it was possible for Apple to add a consent device without being contrary to European regulations, the RGPD and e-Privacy.
“
This type of approach is even favorable for helping consumers control their data,
” says Isabelle de Silva.
The case dates back to June 2020 and the announcement of a new feature integrated into the new version of the iPhone operating system iOS14: the App Tracking Transparency.
The brand then decided to display a window when installing an application, requesting the consumer's consent for the use of their personal data for advertising purposes, with the installation of cookies and third-party cookies.
“
We must adapt competition law to the new reality, linked to structuring platforms
,” emphasizes Isabelle de Silva.
