Apple reminds developers to implement new IDFA policy after iOS 14.5 is officially launched

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On the morning of April 6, Apple reminded developers today that it will begin to implement the new IDFA policy after the release of iOS 14.5, iPadOS 14.5, and tvOS 14.5. After the release of these system updates, developers will need to obtain explicit permission to access the advertising identifier (IDFA) on the device so that users can be tracked across apps and websites for ad targeting.

IDFA is an advertising tracking identifier of Apple. It has nothing to do with hardware, which allows businesses to monitor advertising effects without letting them know users' personal privacy. However, since iOS 14.5, the IDFA switch will be turned on only with user permission. This approach will certainly be welcomed by users, but it will also have an impact on Internet advertising.

Apple said: Make sure your app is ready for iOS 14.5, iPadOS 14.5, and tvOS 14.5. In the upcoming public release, all apps must use the AppTrackingTransparency framework to request permission from users to track or access their device's advertising identifier. You can enable tracking only after you get the user's permission, otherwise the device's advertising identifier value will be all zeros and you may not be able to track them. IDFA will become a manually selected option, which will affect the Internet advertising business.

When submitting your app for review, any other form of tracking (for example, by name or email address) must be declared in the App Store Privacy Information section of the product page and can only be performed with permission granted through AppTrackingTransparency. Per App Store Review Guidelines 5.1.2(i), you will also need to make this clear in the system prompt to explain why you are tracking users. These requirements apply to all apps running on the official version of iOS 14.5, iPadOS 14.5, and tvOS 14.5.

As a reminder, other derivative methods of collecting device and usage data still violate the Apple Developer Program License Agreement.

The last sentence is about CAID. In the context of IDFA being closed by default, the China Advertising Association launched the CAID (CAA Advertising ID) solution, but it is obvious that this solution has not been recognized by Apple.

Apple warned developers in early March not to use alternative methods to collect user data for tracking purposes, and last week rejected some app updates from developers using mobile measurement company Adjust's SDK, which uses data such as software version and payment level to keep track of users.

In early September 2020, Apple announced that it would postpone the release of new privacy regulations for IDFA until early 2021 to help developers reserve more time to cope with IDFA changes. All frameworks for app tracking transparency are in place, and some developers have begun to require users to provide IDFA access rights. When the iOS 14.5 update is released, all apps using IDFA will need to use the framework.

We don’t know yet when iOS 14.5 will be released, but Apple CEO Tim Cook recently said that iOS 14.5 will be available in “just a few weeks.”