Apple reportedly plans to restrict in-app advertising for gambling and casino apps.
In a move that has sparked debate and raised questions, tech giant Apple has introduced new advertising options in its App Store. The changes, which came into effect on October 25, 2022, have created a competitive pressure for developers as they grapple with the implications of these new opportunities.
The new advertising options, visible in all App Store regions, include the display of ads in the "Today" tab and the "You might also like" section. Ads are now more prominent, with a blue background and an "Ad" or "Advertisement" icon, making them easily recognizable to users. However, it's worth noting that ads will no longer only appear when a keyword is entered in the search.
The introduction of these new advertising options has been met with criticism, with some accusing Apple of making it difficult for competitors to market their ads while expanding its own advertising offerings. The complaints stem from the past, where financially strong casino providers' ads appeared everywhere, leading to criticism from other app developers and users.
Apple's response to these allegations has been to adjust its app promotion and purchase mechanisms, but gambling ads continue to be subject to regulatory compliance and age restrictions. For instance, TikTok enforces strict rules on gambling ad content, requiring them to be targeted only at users 18 and older, licensed, and delivered in approved markets.
The new advertising options are part of Apple's ambitious plan to increase ad revenue to $10 billion in the coming years. However, the specifics of any official pause or removal linked to inappropriate placement or competition concerns are not detailed in the latest publicly available information.
The future of gambling adverts post the "pause" is unclear. Florian Müller, a legal expert, has stated that the new regulations from Apple could result in a "tax" for developers due to the need for them to buy ads on their own app pages. Yet, Apple has not issued an official statement regarding the future of these advertising options.
It's essential to note that Apple faces accusations of potentially violating regulations due to its advertising practices. The company must be cautious not to draw the attention of regulators due to app privacy concerns. The European Union's Digital Markets Act and Digital Services Act are among the regulations that Apple is regulated to comply with.
In summary, while the new advertising options have created a competitive pressure for developers, the specifics of any official pause or removal linked to inappropriate placement or competition concerns are not confirmed. Apple's current response is primarily framed around regulatory compliance and developer fees. The future of gambling adverts remains uncertain, with Apple yet to issue an official statement regarding the matter.
In the context of the expanding advertising opportunities in Apple's App Store, some concerns have emerged about the perceived advantage given to certain types of ads, such as those from online casinos in Germany, under the umbrella of casino-and-gambling. Critics argue that these changes could make it harder for competitors to market their ads while Apple expands its own offerings, drawing comparisons to past instances of financially strong casino providers' ads being ubiquitous. Apple's response so far includes adjustments to its app promotion and purchase mechanisms, but with gambling ads continuing to be subject to regulatory compliance and age restrictions, the future of such adverts remains unclear.
