Limit app functionality if a user from the EU/UK does not consent to ads/tracking?

[X]

Hi, I'm sure everybody wants to know the answer to this question as it is a very important topic for all Android developers.

Is it legally allowed to limit access to an app if a user from the EU/UK does not consent to everything needed for serving and showing ads?

For example: user first launches the app, a dialog shows asking the user to "Consent to ads" (or tracking?) or "Get Premium" (cannot close this dialog unless you select one of the 2 options, you can only close the app), if the user taps on consent option, they will then see the UMP consent dialog. If the user taps on "Do not consent" in the UMP dialog or doesn't enable all the options needed from Manage options to show any ads, then the user will get the first dialog again with "Consent to ads" or "Get Premium".

I understand the user has the right to not be tracked, but the app is allowed to be used for free only if it shows ads (developers can also add this to their terms).

Would this be allowed? Or would this break any law and/or get us banned from Google Play Store? I think I've seen a few big apps do this now, including Instagram.

If anyone has better knowledge about this legal requirement, please post here.

Thanks!

[Mobile Ads SDK Forum Advisor]

Hi,

Thank you for contacting the Mobile Ads SDK Support team.

I will check with our team regarding your query and one of my team members will reach out to you once we have an update on this. Meanwhile, your patience is highly appreciated.
 

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Thanks,
 

Mobile Ads SDK Team

[X]

Thank you! I found this: https://noyb.eu/en/meta-ignores-users-right-easily-withdraw-consent

From this I understand that the answer might be no (at least I'm not sure if anyone wants to risk it anyway) and users from the EU/UK can basically turn off ads now for free making many apps' in-app purchases/subscriptions useless. As if things weren't bad enough already.

Thanks for your help!

[Mobile Ads SDK Forum Advisor]

Hey,

Thank you for reaching out to us. If the user partially consent or do not consent, limited ads (non-personalized ads) will still be served. It's up to the publishers to decide app functionality based on a user's consent status. Our team cannot give advice or comment on the Google Play services policies or the legal requirements I'm afraid.

Thanks,
Jill
Google Mobile Ads SDK Team

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