In September 2020 new Apple iOS 14 privacy features were released. The updates directly impacts mobile app owners and challenges app developers to build a privacy-centric strategy into mobile applications.

These updates come as businesses decrease their reliance upon website as a primary channel for businesses. However, 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.  Interestingly, this rate reached an all-time high of over 200 billion hours in April 2021.

Understanding the New Apple iOS 14 Privacy Features 

The release of iOS/iPadOS/tvOS 14 requires applications to provide more transparency to users on application data and the third party access to the data.

New Apple iOS 14 Privacy Feature requirements include:

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

OneTrust is currently helping 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

Apple announced at WWDC that iOS 14 will mask the Identifier for Advertisers (IDFA) by explicit opt-in. Consequently, this will take place of the limited ad tracking (LAT) opt-out in place.

Apple indicated that in early 2021, any application tracking users or utilizing 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 reduces the availability of device-based IDs in the app ecosystem. The extent of this will depend upon the rate of consumer opt-in to use of IDFA. Such IDs are integral to nearly all business activities our industry relies. Just a few of these activities include, audience segmentation, ad targeting, measurement, attribution, and privacy choices.

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

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

With OneTrust Mobile App Consent, app owners can tailor app tracking and transparency permissions. This allows app owners to collect and log consent to the OneTrust backend for audit and reporting requirements. Hence, this can improve the opt-in rate for this permission, which can only be asked for once. Additionally, OneTrust provides UI 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 are a chance to educate the user on why the app is about to ask permission for something. 

Since Apple only allows applications to ask for App Tracking Transparency permission once, 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 helps maximize your opt-ins without much developer effort.

Similarly, a post-prompt is a notice presented after the App Tracking Transparency permission dialogue has been shown once. Accordingly, this can be used to target users that previously selected “Don’t Allow Tracking”. A post-prompt can help navigate the user to an application’s device settings to update the App Tracking Transparency permission setting. 

Privacy Nutrition Label on App Store

Inspired by the nutrition labels on food products, Apple will now highlight the privacy details of each application. As of December 8, 2020, new apps and existing apps needing upgrades will require a Privacy Nutrition Label.  These labels can be submitted through App Store Connect. 

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

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

How OneTrust can Support Privacy Nutrition Label App Updates 

You can use OneTrust’s mobile app scanner to audit your application and understand the SDKs and tracking technologies within your mobile app. When creating your Nutrition Label, be sure to reference the scanning results and list the information you collect from your business and third parties.  

Additionally, existing OneTrust customers will need to declare any personal data processing the OneTrust SDK performs since it is used as a third-party to manage user consent and preferences.  To aid this process follow out guidance for OneTrust SDKs and Apple’s Nutrition Label Requirements.

Further Reading on Apple iOS 14 Privacy Features:  

Next steps on Apple iOS 14 Privacy Features: