In-app advertising must match the app's age rating, must provide in-app transparency about targeting information, and may not use sensitive health data, educational data, or children's data for behavioral targeting. Interstitial ads must be clearly labeled, non-deceptive, and include easily dismissible close buttons.
This analysis describes what Apple's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision prohibits behavioral advertising based on HealthKit data, ClassKit data, and children's data, and requires in-app targeting transparency without redirecting users away from the app, creating specific constraints on ad network integrations and programmatic advertising infrastructure.
The updated guidelines state that developers must ensure kids receive age-appropriate experiences within their apps and must remove user-generated content that violates the guidelines, terms of service, or community standards. Under the revised policy, if Apple identifies policy-violating content, the developer will be asked to remove it and provide a compliance improvement plan. Based on the developer's response, the app may be removed from the App Store until compliance is demonstrated. This establishes a formal escalation pathway where developer inaction or inadequate remediation can result in app suspension or removal.
View change record →Under this provision, consumers using apps that display advertising are entitled to in-app access to targeting information used for any ad served to them, and apps may not use health, educational, or children's data for behavioral ad targeting, which affects the types of data that may be used to serve personalized advertising within App Store apps.
Cross-platform context
See how other platforms handle Advertising Restrictions and Targeting Prohibitions and similar clauses.
Compare across platforms →"Ads displayed in an app must be appropriate for the app's age rating, allow the user to see all information used to target them for that ad (without requiring the user to leave the app), and may not engage in targeted or behavioral advertising based on sensitive user data such as health/medical data (e.g. from the HealthKit APIs), school and classroom data (e.g. from ClassKit), or from kids (e.g. from apps in the App Store's Kids Category), etc. Interstitial ads or ads that interrupt or block the user experience must clearly indicate that they are an ad, must not manipulate or trick users into tapping into them, and must provide easily accessible and visible close/skip buttons large enough for people to easily dismiss the ad.Excerpt from Apple's App Store Review Guidelines
1) REGULATORY LANDSCAPE: The prohibition on behavioral advertising using HealthKit data interacts with HIPAA where health data originates from covered entities, and with FTC guidance on sensitive data categories.
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This provision prohibits behavioral advertising based on HealthKit data, ClassKit data, and children's data, and requires in-app targeting transparency without redirecting users away from the app, creating specific constraints on ad network integrations and programmatic advertising infrastructure.
Under this provision, consumers using apps that display advertising are entitled to in-app access to targeting information used for any ad served to them, and apps may not use health, educational, or children's data for behavioral ad targeting, which affects the types of data that may be used to serve personalized advertising within App Store apps.
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