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EU: Marketing professionals urge Apple to adopt standards promoting interoperability and user privacy

The Interactive Advertising Bureau Europe ('IAB Europe') published, on 3 July 2020, a letter ('the Letter') addressed to Apple Inc. and signed by multiple marketing professionals, urging Apple to adopt standards in order to promote interoperability and privacy for users.  In particular, the Letter notes that the Apple identifier for advertisers ('IDFA'), which amounts to cookies, will reinforce consumer privacy while outlining their reservations on the new IDFA opt-in pop-up requested by Apple. More specifically, the Letter posits, among other things, that the new IDFA does not comply with General Data Protection Regulation (Regulation (EU) 2016/679) ('GDPR') information requirements on the collection of consent for personalised ads, and that there is no interoperability of the IDFA with digital advertising market standards, such as the IAB Europe’s Transparency & Consent Framework ('TCF'). In addition, the Letter provides recommendations for Apple, including to adapt their business decisions to ensure compliance with the GDPR and the TCF, as well as to collaborate with the media industry on supporting privacy-centric addressability and standards.

You can read the Letter here.