Facebook urges users, through popups, to allow tracking to “help keep it free of charge”

Team Udayavani, May 3, 2021, 11:31 AM IST

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Apple’s controversial App Tracking Transparency was rolled out to several iPhone users with the iOS 14.5 update.

This new policy from Apple for iOS apps is not sitting well with some developers and the most notable company campaigning against it is Facebook.

The social networking site is currently adding a popup within its iOS app urging users to allow tracking because that “helps keep Facebook free of charge.”

The new pop-up windows emerge randomly inside the Facebook and Instagram apps on the iPhone. It states that they do not pay any fee or charge to access the social media platform.

Ashkan Soltani, a technology researcher first pointed it out on Twitter, saying this is part of ‘scare tactics’ from Facebook.

Calling these popup notices “educational screens” Facebook adds that they tend to provide its users with more details on how the company and its apps use data for personalized ads.

“We use information about your activity received from other apps and websites to show you ads that are more personalized, help keep Facebook free of charge, and support businesses that rely on ads to reach their customers,” the pop up notice reads.

Apple’s App Tracking Transparency gives control to users over whether an app can track their online and iPhone activities and use the collected data for personalised ads.

Before the iOS 14.5 update, tracking by apps was turned on by default. But users get to choose now. In case they do not want to be tracked, they can ask the app not to track them. And this permission is the reason behind Facebook’s outrage as without permissions, apps cannot track users and collect their data, which is crucial for personal ads.

The apps that will try to circumvent this new anti-tracking feature will be eligible for a penalty for violating the opt-in requirement.