German Advertising and Media Groups Urge Antitrust Action Against Apple

According to a statement submitted to regulators, the industry groups believe Apple’s planned changes to the framework would not sufficiently address issues related to market power and access to advertising data. Reuters reported that the response was filed after Germany’s competition watchdog requested feedback on Apple’s proposed adjustments to the system.

The coalition includes media agencies and the German Association of the Branded Goods Industry, among others. According to a statement, the groups maintain that Apple continues to exert disproportionate control over advertising-related data through the ATT framework, even with the proposed modifications.

Germany’s competition authority first raised concerns about Apple’s practices in February of last year. The regulator accused the company of abusing its market position following complaints from several companies, including Meta, as well as publishers, advertisers and app developers who rely heavily on user data for targeted advertising.

Apple introduced App Tracking Transparency as part of its broader privacy initiatives aimed at giving users greater control over how their personal data is shared. The system requires apps to obtain explicit permission from users before tracking their activity across other applications and websites.

The rollout of ATT drew significant criticism from mobile developers and advertising groups when it was first implemented. Many companies reported that the changes affected the economics of mobile advertising, particularly in the gaming sector, where the cost per install for acquiring new users increased substantially after the policy took effect.

Read more: FTC Warns Apple Over Alleged Political Bias in Apple News

In response to mounting regulatory scrutiny, Apple proposed revisions to the system in December. According to a statement, the company suggested implementing more neutral consent prompts that would apply equally to Apple’s own services and to third-party applications. The proposal also aims to standardize the wording, design and display of consent requests across the platform.

Apple further indicated it would simplify the consent process so developers could more easily request permission to process advertising-related data in ways consistent with privacy regulations.

However, industry representatives argue that these changes would not solve what they consider the central problem. According to a statement from the groups, Apple would still maintain control over how advertising data can be accessed and used, effectively positioning the company as a gatekeeper in how businesses reach and interact with customers.

Concerns about the impact of ATT have circulated since its introduction. In 2022, some industry observers warned that the policy could threaten the viability of the free-to-play gaming model, which relies heavily on targeted advertising for user acquisition and monetization. Although the free-to-play market remains strong several years later, debate over the policy’s competitive impact continues in Europe and beyond.

Regulators elsewhere have already taken action. In 2025, France’s competition authority fined Apple $162 million, concluding that the implementation of ATT was disproportionate and potentially harmful to competition in digital advertising markets.

Germany’s competition watchdog has not yet announced whether it will pursue penalties following the latest industry submissions.

Source: Pocket Gamer Biz