German publishers push back on Apple’s privacy-focused tracking changes, call for antitrust fine
German publishers push back on Apple’s privacy-focused tracking changes, call for antitrust fine
Publish Date: 2026-03-10 09:01:00
Source Domain: macdailynews.com
With App Tracking Transparency, apps are required to get a user’s permission to track or access their device’s advertising identifier.
German publishers and advertisers have urged the country’s competition authority to reject Apple’s latest proposals for adjusting its App Tracking Transparency framework and to impose a fine on the tech giant, arguing that the revisions fall short of addressing longstanding antitrust concerns in mobile advertising.
The dispute centers on Apple’s App Tracking Transparency (ATT) tool, introduced to give iOS users greater control over whether apps can track their activity across other companies’ apps and websites. Apple has long positioned the feature as a cornerstone of user privacy protection, and the company continues to defend it vigorously amid mounting regulatory scrutiny in Europe.
In February 2025, Germany’s Federal Cartel Office charged Apple with abusing its market power following complaints from Meta Platforms, publishers, advertisers, and app developers whose business models depend heavily on targeted advertising. To address those concerns, Apple proposed changes last December, including neutral consent prompts that apply equally to its own services and third-party apps, aligned wording, content, and visual design across messages, and a simplified process for developers to seek user permission for advertising-related data processing in compliance with data protection laws.
Despite these efforts, a coalition of German trade associations—including media agencies, the German Advertising Federation, and the German Association of the Branded Goods Industry—rejected the proposals on March 10, 2026. In a joint letter responding to the competition authority’s request for feedback, the groups argued that the changes fail to remedy the core issues identified by regulators.
“The proposed commitments would not change the negative effects of the App Tracking Transparency Framework,” said Bernd Nauen,…
