Blog 8 min 01/08/2021

Apple Releases New iOS 14 Privacy Features

Apple iOS 14 Privacy Features

Apple released new iOS 14 privacy features in September 2020. Accordingly, these updates directly affect mobile app owners. As a result, app developers will be challenged app to build privacy-centric strategies into mobile applications. 

Interestingly these updates come as businesses decrease their reliance upon website as a primary channel for businesses. Brands are shifting their focus to mobile applications as they increase in popularity. According to new data, mobile app usage grew 40% year-over-year in the second quarter of 2020. This growth even hit an all-time high of over 200 billion hours in April 2020 

Understanding the New Apple iOS 14 Privacy Features  

The release of iOS/iPadOS/tvOS 14 requires applications to supply more transparency to users for the data the application and the application’s third parties’ access from the user.  

New Apple iOS 14 Privacy Feature requirements include: 

  • App Tracking Transparency Permission prompt for application 
  • Privacy Nutrition Label on App Store 

OneTrust helps app owners comply with the new Apple iOS 14 Privacy Feature guidelines. Here is an overview of the new requirements and details on how OneTrust can support with compliance. 

App Tracking Transparency Permission 

At WWDC Apple announced that iOS 14 will mask the Identifier for Advertisers (IDFA) by explicit opt-in instead of the current limited ad tracking (LAT) opt-out. Additionally, in early 2021 Apple indicated any application that tracks users or uses the IDFA must obtain permission prior to processing. Applications that do not adhere to this will be out of compliance with Apple’s Privacy Policy. As a result, they will be unable to use the IDFA.  

The release of the Apple iOS 14 features results in a significant reduction in the availability of device-based IDs to the app ecosystem. The extent of this will depend upon the rate of consumer opt-in to use of IDFA. These IDs are integral to many business activities that our industry relies uponSome of these activities include, audience segmentation, ad targeting, measurement, attribution, and privacy choices.  

App developers will need to think about how they appropriately motivate consumers to opt-in and how they help protect user privacy overall.  

How OneTrust can Support Maximize Opt-Ins with Pre-Prompts  

OneTrust Mobile App Consent supports mobile app owners to tailor app tracking and transparency permissions. Thus, allowing app owners to collect and log consent to the OneTrust backend for audit and reporting requirements. This can improve the opt-in rate for this permission, which can only be asked for once.  

Additionally, OneTrust provides UI (User Interfaces) for both app tracking and transparency “pre-prompts” and “post-prompts.” A pre-prompt is a notice presented to the user before the App Tracking Transparency permission prompt has been shown or requested. Pre-Prompts supply an opportunity to educate the user on why the app is asking permission for certain actions. 

Apple only allows applications to ask for App Tracking Transparency permission once. Because of this it is vital to make the most of that chance. By allowing organizations to customize the image, text, translations, and branding of this pre-prompt, the OneTrust SDK (software development kits) helps maximize your opt-ins without minimal effort. 

Slightly different to a pre-prompt, a post-prompt is a notice presented after the app tracking transparency permission dialogue has been shown once. This can be used to target users that previously selected “Don’t Allow Tracking.” A post-prompt helps navigate the user to an application’s device settings to update the app tracking transparency permission setting.  

Privacy Nutrition Label on App Store 

Apple will now highlight the privacy details of each application through nutrition labelsBeginning December 8, 2020, new apps and existing apps needing upgrades require a Privacy Nutrition LabelThese labels can be submitted through App Store Connect.  

Apple has supplied all the information for generating this Nutrition Label requirement here. 

According to the new guidelines, developers must supply information about all the data that they or a third party collects through an app. That includes names, email addresses, physical addresses, payment information, health data, and other types of information. 

How OneTrust can Support Privacy Nutrition Label App Updates  

Use the OneTrust mobile app scanner to audit your application and understand the SDKs and tracking technologies within your mobile app. When using the mobile app scanner to build your Nutrition Label there are some things you should consider. First, be sure to reference the scanning results and list out the information that is being collected from your business and third parties.   

In addition to this, OneTrust customers must declare any personal data processing the OneTrust SDK performs. The reason is that it is used as a third-party to manage user consent and preferencesTo aid this process follow out guidance for OneTrust SDKs (software development kits) and Apple’s Nutrition Label Requirements. 

Further Reading on Apple iOS 14 Privacy Features:  

Next steps on Apple iOS 14 Privacy Features:  

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