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 prohibition directly limits how ad networks and developers can monetize app audiences by restricting use of the most sensitive personal data categories for targeting.
Interpretive note: The excerpt uses 'such as', indicating the listed data types are examples rather than an exhaustive list; the full scope of 'sensitive user data' may be broader than the named categories.
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 →Users whose health, educational, or children's data is present in an app are protected from having that data used to target them with behavioral advertising.
How other platforms handle this
you can navigate to "Ads" in your in-app settings to manage how your activity elsewhere online is used to serve you ads on our websites and apps.
If advertisers target their ads to custom audiences, they must comply with the applicable terms when creating an audience.
Ads for certain products or services may not be targeted on the basis of gender, age, or location.
Monitoring
Apple has changed this document before.
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"Ads displayed in an app...may not engage in targeted or behavioral advertising based on sensitive user data such as health/medical data...school and classroom data...or from kids...— Excerpt from Apple's Apple App Store Review Guidelines
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This prohibition directly limits how ad networks and developers can monetize app audiences by restricting use of the most sensitive personal data categories for targeting.
Users whose health, educational, or children's data is present in an app are protected from having that data used to target them with behavioral advertising.
ConductAtlas has identified this type of provision across 141 platforms. See the full comparison.
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