Apple has announced that apps in its App Store aimed at children under 13 will no longer be able to serve ads based on behaviour. The company also informed developers that all children’s apps must now include a privacy policy.
The move follows new rules from the Federal Trade Commission in the U.S. crafted to protect children’s privacy on the web. Though the changes may be the result of U.S. policy, Apple’s regulations are global and affect app makers in every market, including Canada.
Andrew Procter, a senior mobile developer at ResIM, pointed out Apple has not made an all-out ban in advertising to children – it’s simply adding a protective layer that dictates how advertisers reach children.
“Apps can still show ads to kids, they just can’t target subsets of kids with specific ads based on their in-app behaviour. They can’t show them specific ads based on the things they’ve done inside the app.”
Because of this, he said the change will not cut off a large amount of revenue for app developers or advertisers. Procter added that while most consumers aren’t aware of this kind of policy, those who are will likely applaud Apple’s move. “Apple and other companies can only receive good press for ‘protecting’ kids from the kind of ad targeting adult consumers are subjected to by using their devices,” he said.
Imtiaz Jaffer, head of marketing at Xtreme Labs, a mobile development shop based in Toronto, said the new rules are “understandable and expected” and in line with consumer concerns about privacy.
“Children using an app can’t be expected to consistently differentiate between a well-tailored or flashy ad and a piece of the app or game,” he said. “I think parents will be able to rest a bit easier knowing that even though the data is being collected, it’s not being used to advertise to their children.”
Bill Konrad, CEO of the Konrad Group, said privacy is a hot topic in the press and among the public. By staying ahead of legislation, Apple is able to protect its ability to monetize in the future while also maintaining a positive reputation in the eyes of consumers, Konrad said.
“Apple wants to be on the right side of that PR and additionally wants to stay one step ahead so as to not end up on the wrong side of legislation, which could reduce their ability to monetize through appropriate targeting and personalization technologies,” he said.
