French Media and Ad Groups Urge Apple to Suspend iPhone’s Distraction Control Feature

French media and ad groups are urging Apple to halt the rollout of the new "Distraction Control" feature on the iPhone, as reported exclusively by Business Insider. They raise concerns that this tool could impact websites and advertising negatively.

Letter to Apple CEO Tim Cook

A coalition of French trade associations representing approximately 800 companies in the advertising and media sectors has penned an open letter to Apple CEO Tim Cook, requesting the suspension of the iPhone's latest feature, "Distraction Control."

The Distraction Control feature, introduced with iOS 18, enables users of the Safari browser on iPhone to hide various elements on webpages, including images, pop-ups, and ads. While these preferences are saved for future visits, Apple clarifies that elements like ads that frequently change are not permanently hidden.

Concerns Raised by French Trade Groups

In their letter, the French trade groups highlighted three primary concerns after testing both the beta and public versions of the feature. They expressed worries that users could potentially hide consent management platforms on websites, which are crucial for cookie consent adherence under Europe's General Data Protection Regulation (GDPR).

The trade groups also voiced apprehensions about the impact on publisher revenue. As European media firms increasingly rely on consent for personalized advertising or subscription models, the ability of users to hide ads could pose financial risks.

Moreover, the letter mentioned instances where all ads on certain websites were hidden after a user chose to hide ads on one page, potentially jeopardizing the online advertising ecosystem.

Threat to Online Advertising Model

The letter emphasized that Distraction Control's capability to hide any content on a webpage, especially editorial content from media outlets, could facilitate the manipulation and dissemination of information online. This ease of content manipulation raises concerns about the authenticity and integrity of online information.

Pierre Devoize, deputy managing director of Alliance Digitale, noted that while web page manipulation is possible with image-editing tools, Distraction Control simplifies this process with its tap-and-hide functionality, making content alteration and sharing effortless.

Call for Action and Legal Considerations

The coalition of French trade groups called on Apple to suspend the Distraction Control rollout and provide detailed technical documentation on the feature's functionalities and future updates. They asserted their intention to explore legal avenues related to data protection, press freedom, intellectual property rights, copyright, trademark law, and competition regulations.

Notably, the letter was also shared with French government officials, the competition authority, and the European Commission to highlight the potential implications of the Distraction Control feature on the digital landscape.

Historical Impact of Apple's Software Updates

This isn't the first time publishers and ad companies have raised concerns over Apple's software updates. Previous updates, such as the 2021 App Tracking Transparency and 2017 Intelligent Tracking Prevention, have significantly impacted advertising revenue and tracking capabilities for publishers and advertisers.

As the debate over Distraction Control continues, the French media and ad groups are actively advocating for a reconsideration of Apple's latest feature to address the potential challenges it poses to the digital advertising ecosystem.

—————————————————————————————————————————————
By: loreilly@insider.com (Lara O’Reilly)
Title: French Media and Ad Groups Urge Apple to Suspend iPhone’s Distraction Control Feature
Sourced From: www.businessinsider.com/publishers-advertisers-call-on-apple-suspend-distraction-control-feature-2024-10
Published Date: Tue, 22 Oct 2024 05:00:01 +0000