Photo credit: www.businessinsider.com
French Media Groups Urge Apple to Halt “Distraction Control” Feature
In a move that highlights growing tensions between tech firms and the media industry, French trade organizations have formally requested Apple to pause the implementation of its new “Distraction Control” feature on iPhones. This tool, which rolled out with iOS 18, allows users to remove certain elements from websites while browsing, raising concerns among advertisers and media companies about its potential ramifications.
Comprising approximately 800 companies, these trade associations sent an open letter to Apple CEO Tim Cook, expressing their reservations regarding the feature, particularly its effect on online advertising and user consent practices. Distraction Control permits users to hide web page elements such as images and ads, retaining these preferences for future visits, though Apple has stated that it won’t permanently conceal elements on dynamic sites.
The letter emphasizes multiple issues that arose during the testing of this feature, which has not yet elicited a comment from Apple. One critical concern is that users might inadvertently hide consent management platforms, integral to compliance with Europe’s General Data Protection Regulation (GDPR). Such actions could jeopardize publishers’ revenue streams, especially as they increasingly rely on user consent for personalized advertising—a strategy that typically offers higher profitability compared to generic ads.
The associations further noted irregularities during their tests, where opting to hide ads on one webpage occasionally resulted in all ads being removed across the entire site. They characterized this phenomenon as a potential “existential threat” to the online advertising ecosystem, crucial for maintaining a significant portion of digital economy activities.
The letter warns that the ability to hide content, including editorial pieces, may provoke the manipulation of information shared online. Pierre Devoize, deputy managing director of the digital marketing group Alliance Digitale, highlighted the ease with which users could erase content, capture screenshots, and disseminate them further, thus undermining content integrity.
Among the signatories of the letter are Alliance Digitale, Alliance de la Presse d’Information Générale, Geste, Syndicat des Régies Internet, Union des Marques, and UDECAM. They are calling for Apple not only to suspend the feature but also to provide detailed technical documentation regarding its operational characteristics and prospective updates. The trade groups are actively weighing their legal options, which may relate to various issues including data protection, press freedom, and competitive regulations.
Past Concerns Over Apple Updates
This isn’t the first instance of French media groups voicing concerns over Apple’s software updates. Earlier this year, they raised alarms regarding “Web Eraser,” a proposed feature that was believed to potentially reduce advertising revenue. This feature was noted for allowing Safari users to delete web content and remembering those preferences, a function strikingly similar to Distraction Control.
Following pushback, reports indicated that Apple had rebranded “Web Eraser” to “Distraction Control” and added disclaimers clarifying that ads would not be permanently removed. Moreover, media companies have previously confronted challenges stemming from Apple’s privacy updates. The 2021 App Tracking Transparency measure, which required explicit user consent for tracking across apps and websites, saw a significant number of users opting out—making it increasingly difficult for publishers to monetize their platforms.
Similarly, in 2017, the introduction of Intelligent Tracking Prevention limited the use of third-party cookies in Safari, further complicating ad revenue generation for publishers and ad tech firms. These ongoing modifications illustrate the tension between enhancing user privacy and ensuring the financial viability of digital media businesses.
Source
www.businessinsider.com