iOS 15 asks users if they want to enable personalised ads

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A change found in the latest iOS 15 beta means that Apple will now ask you for permission to enable Personalised Adverts.
Previously the feature was on by default and was opt-out.

Apple has started asking users on iOS 15 for consent to display Personalised Ads across its products and services. The setting applies to your Apple ID and will use your App Store purchase and search history and other activity to display tailored content in App Store search results, News and Stocks.

Personalised Ads were turned on by default in older versions of iOS. Users would need to navigate to a page buried in Settings to disable the targeted advertising. The prompt will now appear in the App Store with the option to turn off the setting.

Turn off Personalised Ads

Users on iOS 14 and older can check whether Personalised Ads are enabled by opening Settings, tapping Privacy > Apple Advertising and looking at the ‘Personalised Ads’ toggle. You can switch off the option here.

It isn’t clear whether Apple will roll out the option to macOS users in a later beta. The change provides a fairer playing field for Apple and third party developers, that are required to provide the user with the option to stop third party ad-tracking. Apple’s Personalised Ads are ‘first-party’, meaning it doesn’t share the data with other companies.

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Published to Apple Scoop on 3rd September, 2021.