French advertisers and media have united in an open letter to Apple, demanding the suspension of its new 'distraction control' tool that allows users to hide ads on the Safari browser. This tool, introduced in September as part of Apple's latest operating system update, has raised significant concerns regarding its potential impact on the advertising industry and compliance with European data protection regulations.
The letter, spearheaded by Pierre Devoize, deputy general director of Alliance Digitale, includes signatures from over 800 companies, including the French Association of General Information Press (Apig) and the Union of Brands. These organizations argue that the tool threatens the economic model of the media and content providers, as it could lead to a decline in advertising revenues.
Moreover, the signatories fear that the tool may automate the process of hiding ads, undermining user consent for advertising trackers, known as cookies. They express uncertainty about the future implications of this feature, which they believe could further complicate compliance with existing regulations.
Despite the backlash, Apple has not publicly commented on the letter but clarified that the tool is not an ad blocker, as it does not permanently remove ads. This is the second correspondence from the Digital Alliance to Apple, with the first letter sent in May going unanswered. The signatories have indicated they may pursue legal action if their concerns are not addressed.
