Apple is banning the tracking of and advertising to kids in new App Store rules to protect minors from being exposed to manipulation via ads and to comply with laws regarding data collection of children.

In an effort to double down in its privacy promise, Apple is updating the rules for App Store submissions. A small update to the developer guidelines for the Kids category of the App Store is likely to wreak havoc: it now bans third-party advertisements and analytics. Previously, you could advertise to kids with appropriate ads, but now it’s entirely banned.

Apps like YouTube Kids may need to change how their business model works as they are not only driven by ads but targetting children specifically. Even regular apps like YouTube itself may see big blows due to their business model being turned upside down as ad-powered services will have no way of making money out of underage users.

This change can come to be a controversial one, however, one that likely won’t be is the ban on the tracking of minors. Children usually don’t understand what it means to share your data with random companies and they’ll gladly do so just to get the app for free. If you created Facebook when you were 12 then deleted it years later regretting all the data you didn’t know you were giving away, you might now understand where Apple is coming from.

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