Brazil Joins the Battle: New Investigation Launched Against Apple Over App Tracking Transparency

Brazil's antitrust regulator, Cade, has launched an investigation into Apple over the App Tracking Transparency (ATT) feature following a complaint from Meta. The ATT feature requires third-party apps to request user permission for data tracking across other apps and websites, which Meta claims gives Apple an unfair advantage as it does not face the same restrictions. This investigation is part of ongoing scrutiny of Apple in Brazil concerning potential anti-competitive practices with the App Store. If Cade deems ATT's terms unfavorable, Apple could face penalties in Brazil. The introduction of ATT in 2021 has significantly impacted companies like Meta, which rely on user data for targeted advertising.