### French Trade Groups Urge Apple to Halt Distraction Control Feature

A coalition of French trade associations, representing nearly 800 companies in the advertising and media industry, has appealed to Apple CEO Tim Cook to pause the release of the iPhone's new "Distraction Control" feature. This feature, available with iOS 18, allows users of Apple's Safari browser to hide webpage elements such as images, pop-ups, or ads, and remembers these preferences for future visits. Apple clarifies that it does not permanently conceal frequently changing elements like advertisements.

In an open letter, a copy of which was reviewed by Business Insider, the French trade groups outline three primary concerns after testing both beta and released versions of Distraction Control. Apple has yet to respond to these concerns. The groups argue that the feature might enable users to hide consent management platforms essential for cookie tracking, possibly leading to noncompliance with Europe's General Data Protection Regulation (GDPR). This could further impact publisher revenue since many European media companies rely on user consent for personalized, higher-revenue advertisements or a subscription model for content access.

The letter argues that Distraction Control could potentially disrupt the online advertising model that supports a significant portion of the internet economy. Furthermore, the groups suggested that by allowing users to easily hide any webpage content, including editorial sections, the feature could contribute to the manipulation and spread of information. According to Pierre Devoize, deputy managing director of Alliance Digitale, Distraction Control simplifies the process of modifying webpage content such as taking manipulated screenshots and sharing them online.

The letter has been signed by several organizations, including Alliance Digitale, Alliance de la Presse d'Information Générale, Geste, Syndicat des Régies Internet, Union des Marques, and Udecam. The coalitions are urging Apple to stop the rollout of Distraction Control and request technical documentation detailing how it works and its future updates. They also indicate that they might use legal avenues related to data protection, press freedom, intellectual-property rights, and competition regulation if necessary.

This is not the first time these groups have expressed their concerns to Apple. Earlier in the year, the same organizations were alarmed by reports regarding an anticipated feature known as "Web Eraser," which they feared could diminish ad revenue. The concerns were similar: Web Eraser was rumored to allow Safari users to remove certain page elements, bearing a strong resemblance to Distraction Control. Apple later rebranded the feature and assured it would not permanently eliminate ads.

Apple's previous software updates have also impacted publishers and ad companies. The 2021 App Tracking Transparency update required app owners to obtain explicit user consent before tracking them across apps and websites, leading to a significant reduction in tracking consent and revenue. Additionally, the 2017 Intelligent Tracking Prevention update in Safari, which disabled third-party tracking cookies by default, led to an immediate decline in ad impression costs for some publishers and adtech firms.

The letter, directed to Tim Cook, has been copied to several French ministers, the French competition authority, and the European Commission, highlighting the broad concern and potential significant impact of the Distraction Control feature on the digital advertising landscape.