Apple Maps bans home services ads at launch

Apple has published a new Advertising Services policy for the Maps app, spelling out several ad categories that will be barred when ads begin appearing in the United States and Canada this summer.

As noted by TechCrunch, Apple will not allow ads in Maps that directly or indirectly promote home services, including plumbing, electrical, locksmith, HVAC, pest control, roofing, and general contracting services. It is also banning ads for bail bonds and cryptocurrency ATMs.

Apple said ads that promote or reference medical services may still be allowed, but only after case-by-case review. According to the report, the company appears to be limiting Maps ads largely to businesses with a physical location that customers can visit.

Recommended reading

Hinge founder Justin McLeod readies Overtone AI matchmaker

That would set Apple apart from Google, which does allow home services ads — one of the biggest local ad categories.

Maps ads will also have to comply with Apple’s broader advertising rules. Those policies already ban ads for controlled or intoxicating substances such as marijuana and tobacco, while imposing additional restrictions on categories including:

• alcohol
• dietary supplements
• financial products
• religion
• gambling
• prescription drugs
• contests

Apple also prohibits ad content involving weapons or ammunition, violence, harm, or antisocial behavior, along with content that is false, fraudulent, deceptive, defamatory, profane, discriminatory, illegal, or infringing. The policy further blocks political ads, ads for unproven health-related products and services, anti-Apple ads, and ads promoting products or services that compete with Apple hardware products.

When Maps ads arrive, they will appear in search results and in the app’s Suggested Places section. Apple says each placement will carry a clear “Ad” label, and that a user’s location plus the ads they see and interact with in Apple Maps are not associated with their Apple account. The company also says it does not collect ad data or share it with third parties.