Today Max Schrems is launching legal broadsides against Apple, accusing the company of use for IDentifier For Advertisers (IDFA), which is unlawful. Reports coming in say that Nyob, Schrems’ organization, has filed complaints to the data protection regulations in both Germany and Spain that users did not consent to the code’s initial use.
For every pair of iPhones, there’s is an IDFA placed in it, giving their party access to identify the user. The crux of Schems’ case is that, under EU law, individuals must consent to this tracking, but IDFA is activated by default inside iOS. Nyob noted that the “initial storage of the IDFA and Apple’s use of it, will still be done without the user’s consent.”
It’s not clear how seriously Apple should take a claim like this one since it can provide a series of evidence suggesting that it does take privacy seriously. Well, Schems has developed a reputation as someone who can topple legal frameworks and policies made by big companies around the world.
This issue has gotten advertisers pissed to the extent they attempted to launch an antitrust complaint in France saying that it would be an abuse. But the tech giant chose to withhold the change to how it handles IDFA until 2021 to give the industries more time to prepare.
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