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iOS 14 to feature opt-in consent for online marketing


Apple has just announced that when iOS 14 is launch it will require advertisers (and others, such as app developers) who want access a user’s IDFA (‘ID For Advertisers’) to obtain opt-in consent.

Currently, mobile advertisers can access the iPhone’s IDFA to track a user’s usage of the apps on their mob (and websites accessed through their mob browser), and then use this information for targeting and attribution purposes.  (Access to the iPhone IDFA is currently permitted under iOS unless you opt-out through Settings >> Privacy >> Advertising >> Limit Ad Tracking).

Instead, with iOS 14, users will be presented with a dialogue box asking them if they agree to a company tracking them across apps and websites.  Presented with such an option, many users may refuse consent and if that happens the impact on the advertising industry will be huge. 

However, Apple’s announcement should not be viewed in isolation.  Instead, it’s part of a growing trend towards giving users greater control of their online and mobile data:

  • Google announced recently that it would be phasing out third party cookies over the next two years in its Chrome browser and that it will automatically delete some of the data it collects about users after 18 months.
  • Brave, the privacy-centric browser, recently announced that it has now passed 15 million monthly active users
  • Safari, Firefox and Edge have all announced their own privacy improvements. 


The trend is clear: users want, and are being given, ever greater control of their online data.

If your organisation is looking to comply with the requirements of the GDPR then take a look at how our CSaaS and DPaaS solutions can help.

Appointing NormCyber as our virtual DPO has given Ferrero the best of both worlds – access to data protection experts who understand what we stand for as a business, without the hefty overheads usually associated with appointing an in-house DPO.

Harpreet Thandi
Regional Counsel, UK & Ireland, Ferrero

We were looking for a virtual DPO service that offered all of the benefits of a fully qualified data protection lawyer, without the overheads of an in-house hire. The DPaaS solution from norm. has been invaluable in helping us to ensure we respect the integrity of our customers’ personal information, while using it to continue to deliver differentiated products and services which support our growing customer base.

Mike Whitfield, Compliance Manager

CSaaS allows me to step away from multi-vendor management as the Security Operations Centre coordinates all of the technology for me.

David Vincent, CTO

We were in the market for an independent Data Protection Officer service that was well versed with both UK and EU regulators. We’re thrilled to have acquired this service knowing that an expert is available 24/7.

Suzanne McCabe, Head of Project Management
James Hambro & Partners

Norm’s penetration testing layer, along with the suite of CSaaS modules has enabled MA to exceed all its audit requirements for its major clients.

Rob Elisha, ICT and CRM Manager
Montreal Associates

The speed of your Data Protection Officer’s response was very impressive – it was far quicker than I would have expected even from an in-house DPO

Will Blake, Director of Technology and Analytics
CRU Group