French antitrust regulators have fined Apple 150 million euros ($162 million) over its App Tracking Transparency (ATT) feature, which is facing scrutiny in multiple European countries. The French Competition Authority ruled that Apple's implementation of ATT was “neither necessary nor proportionate to the company’s stated goal to protect user data” and unfairly penalized third-party publishers.
Alongside the financial penalty, Apple has been ordered to publish the decision on its website for seven days. The ruling comes amid ongoing investigations in Germany, Italy, Romania, and Poland into ATT, which Apple introduced in 2021 as a privacy safeguard.
ATT requires apps to obtain explicit user consent via a pop-up before tracking activity across other apps and websites. If users decline, the app loses access to their advertising identifier, limiting targeted advertising. Critics argue that the system disproportionately benefits Apple by restricting competitors while promoting its own advertising services.
The French watchdog found that ATT forces users to navigate excessive consent windows for third-party apps on iPhones and iPads, making the process unnecessarily complicated. Additionally, Apple’s system requires users to opt out of ad tracking twice rather than once, which the authority said undermines the feature’s neutrality and causes economic harm to app publishers and ad service providers.
The ruling emphasized that smaller publishers, which rely heavily on third-party data collection for revenue, are particularly affected. The French regulator initially declined to impose emergency measures in 2021 after complaints from the advertising industry, but continued its investigation, ultimately leading to Monday’s decision.