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If developers try to get around the opt-in requirement, or try to replace the IDFA with another piece of identifying information such as an email address, that app will be considered in violation of the opt-in requirement. Why Apple’s new privacy feature is such a big deal “We use information about your activity received form other apps and websites to: show you ads that are more personalized, help keep Facebook free of charge support businesses that rely on ads to reach their customers.” Learn how we limit the use of this information if you don’t turn on this device setting,” the screen reads. “This version of iOS requires us to ask for permission to track some data from this devices to improve your ads. The company refers to the notices as “educational screens,” and said they provided “more details about how we use data for personalized ads,” according to the blog post by Dan Levy, Facebook’s vice president for ads and business products. Technology researcher Ashkan Soltani first noted the new pop-up notices on Saturday (see his tweet below), but a Facebook spokesperson directed The Verge to a blog post from earlier last week that detailed the update. Facebook is continuing its campaign against Apple’s iOS 14 privacy updates, adding a notice within its iOS app telling users the information it collects from other apps and websites can “help keep Facebook free of charge.” A similar message was seen on Instagram’s iOS app (Facebook is Instagram’s parent company).