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- French media and advertising associations are requesting that Apple halt the implementation of its new “Distraction Control” feature, as reported exclusively by Business Insider.
- They contend that this new tool for iPhones could negatively impact websites and advertising revenue.
- The organizations have stated in a letter that they are “actively exploring all available legal options.”
A coalition of French trade associations, representing approximately 800 companies within the advertising and media industries, has addressed an open letter to Apple CEO Tim Cook. They are calling for the suspension of the rollout of the iPhone’s newly introduced “Distraction Control” feature.
Launched with iOS 18 this fall, Distraction Control enables users on Safari to conceal various elements on web pages such as images, pop-ups, or advertisements. The system remembers these preferences when users revisit those pages; however, Apple clarifies that it does not permanently hide elements from frequently changing sites like ads.
The letter sent on Thursday—obtained by Business Insider—highlights three primary concerns raised by these trade groups after testing both beta and public versions of the feature.
Apple did not respond to requests for comment regarding this matter.
The signatories express apprehension that users might obscure consent management platforms—technology essential for cookie consent notifications—which could expose website owners to potential violations under Europe’s General Data Protection Regulation (GDPR).
This situation could also adversely affect publisher revenues. European media outlets are increasingly requiring user consent for personalized advertisements—which tend to be more profitable than generic ads—or else charging fees for content access.
Furthermore, during their testing phase, these groups discovered instances where hiding ads on one page resulted in all advertisements being concealed across certain websites. This raises significant concerns about an “existential threat” to online advertising models crucial for sustaining a large segment of the internet economy.
The letter warns that allowing users to hide any webpage content—including editorial material from news outlets—could facilitate misinformation manipulation across digital platforms. Pierre Devoize, deputy managing director at Alliance Digitale—a co-signatory organization—pointed out how easily Distraction Control allows users to erase specific content with just a tap before sharing it via screenshots.
This correspondence was co-signed by several organizations including Alliance Digitale; press group Alliance de la Presse d’Information Générale; online publishing association Geste; ad agency body Syndicat des Régies Internet; Union des Marques; and UDECAM—the union representing media buying agencies. The letter calls upon Apple not only to pause Distraction Control’s rollout but also demands detailed technical documentation regarding its functionalities and future updates planned by the company.
The signatories indicate they are “actively considering all available legal resources,” focusing on issues related to data protection laws, freedom of press rights, intellectual property rights including copyright and trademark law as well as competition regulations. Additionally, copies were sent out to various French ministers along with France’s competition authority and officials at the European Commission.
Impact of Apple’s Software Updates on Publishers and Advertisers
This is not the first time French organizations have expressed concern over Apple’s software features affecting their revenue streams. Earlier this year they voiced worries about a proposed function called “Web Eraser,” which was anticipated could significantly undermine their ad income potential due its ability similar in nature—to allow Safari users control over visible content while browsing online—a concept closely resembling Distraction Control itself.
The UK-based News Media Association also reached out with warnings about how such tools would jeopardize journalism’s financial viability following reports from sources like AppleInsider.(Note: Please ensure you check links before publication)(Note: Please ensure you check links before publication)...
Subsequently reported changes indicated that Apple had re-branded Web Eraser into Distraction Control while adding clarifications stating it would “not permanently remove ads.”
Publishers have faced challenges due previous updates made by Apple too—for instance—the App Tracking Transparency update rolled out in 2021 mandated app developers obtain explicit user permission prior tracking activities across different applications or websites leading many consumers opting-out thus complicating monetization efforts particularly among publishers.
This followed another major privacy initiative launched back in 2017 known as Intelligent Tracking Prevention which disabled third-party tracking cookies within Safari browser settings automatically resulting almost immediately thereafter reductions seen within CPMs (cost per thousand impressions) experienced amongst both publishers & adtech firms alike .
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