Facebook is continuing its campaign against a planned Apple privacy feature in 2021, but told businesses in an email that it has “no choice” but to comply with the iOS 14 change.
The feature in question makes a type of advertiser tracking explicitly opt in for users. Facebook has launched a full campaign against the feature, including full-page newspaper ads claiming that it could hurt small- and medium-sized businesses.
In an email sent to Facebook business users seen by iMore, the social media giant continued that campaign, stating that the opt-in prompt would have “hard-hitting implications across targeting, optimization, and measuring campaign effectiveness for businesses that advertise on mobile devices and across the web.”
“Apple’s changes will benefit them, while hurting the industry and the ability for businesses of all sizes to market themselves efficiently and grow through personalized advertising,” Facebook continued. “We believe that personalized ads and user privacy can coexist.”
While Facebook says it disagrees with the privacy feature, it told business users that it has “no choice” but to adopt the prompt. It added that if it doesn’t comply, it could risk removal from the App Store.
In the coming weeks, Facebook says it will offer more guidance and advice to help businesses prepare for the coming change. If users do opt out of advertiser tracking, Facebook said, it could result in “potentially reduced ad effectiveness and limitations on measurement.”