Have you seen this pop-up on your phone recently?

With the new iOS 14.5 update on Apple devices, users can opt out of data tracking in apps. This is a game-changer for the way users can manage their privacy, and businesses can harvest consumer data.

Before the update, apps like Facebook, Google, Maps, and even brand apps like MyMaccas, were able to track your click-through journey via your mobile device.

The opt-out function has always been available, but never this visible to users. With a prompt, many more consumers will opt-out than otherwise.

The effect of this is less targeted advertising. Where you may have previously suspected your device of ‘listening to you’, the opt-out function will muffle the noise your phone or iPad can hear, so to speak.

The change comes off the back of increasing pressure on digital companies to tighten privacy rules in order to avoid data breaches, the manifestation of misinformation, and harmful events in which social and digital media have-and-do play a pivotal role. There is also hope that this change will protect more vulnerable groups on the internet, such as young people, from being targeted by harmful or otherwise unlawful advertising.

Companies anticipate that the increasingly digital-savvy consumer will appreciate the privacy protection and seek their products out. So far, Android devices have not enforced the anti-tracking option.

More control in the consumer’s hands will force businesses and online advertisers to diversify their strategies to reach their audience.