A few months ago, Apple introduced a new option called “Distraction Control”. As its name suggests, this feature, available on Mac, iPhone, and iPad, allows you to hide the content of certain web pages. This is the case for email registration pages, or even certain cookie or GDPR-related pop-up windows.

French advertisers and media are committed

These developments worry a group of French advertising and media professionals who wrote a letter addressed to Tim Cook, the CEO of the apple brand. Among them, we find Alliance Digitale, or the press organization Alliance de la Presse d’Information Générale, the online publishing association Geste le Syndicat des Régies Internet, the advertising group Union des Marques and UDECAM. In all, 800 companies are stepping up to the plate.

Our colleagues from Business Insider were able to consult this letter. Overall, these organizations are asking the Cupertino company to suspend this option, as it risks hindering the functioning of websites and advertising.

In detail, these groups say they are concerned that users could hide websites’ consent management platforms. Enough to put the owners of these portals in danger for non-compliance with the European GDPR.

They also believe that Distraction Control could hinder their income. In fact, websites ask Internet users to consent to receiving personalized advertisements. If the latter no longer accept it, they will be deprived of these more lucrative revenues.

An information risk?

In their letter, the professionals indicate that they noticed during tests of this option that certain advertisements were hidden. They believe that this is “an existential threat to the online advertising model, which underpins a significant part of the Internet economy”.

Finally, these organizations judge that by allowing users to hide part of the content of a web page and in particular editorial content, this risks encouraging “manipulation of information”and its spread on the Internet. Contacted by the American media, Apple did not wish to comment on this subject.

What to remember:

  • Apple offers a new “distraction control” option which allows you to hide part of websites
  • This does not please the media and the advertising industry
  • French organizations request in a letter to Apple the suspension of this functionality
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