Apple Bans Home Services and Other Categories From Maps Ads

Apple Maps is set to include ads in Canada and the US this summer. Ahead of the introduction of ads, Apple is already setting guidelines on which categories won’t be allowed, including home services.

As first spotted by TechCrunch, Apple has published an update to its Apple Advertising Services policy. These changes to Apple’s advertising policy are now in effect.  The latest guidelines update includes new information on ads within Apple Maps. Apple confirms that three categories will be unable to advertise on Apple Maps when ads roll out.

This includes:

• Home services: Ad content that contains or directly or indirectly promotes home services — including but not limited to plumbing, electrical, locksmith, HVAC, pest control, roofing, or general contracting services — is prohibited.
• Bail bonds: Ad content that contains or directly or indirectly promotes bail bond services or surety bond services related to criminal pretrial release is prohibited.
• Cryptocurrency ATMs: Ad content that contains or directly or indirectly promotes ATMs for cryptocurrencies is prohibited.

Apple also makes reference to medical services. However, the company says ads promoting or referencing medical services will be “evaluated on a case-by-case basis.”

As noted in the original report, Apple’s staunch rules against home services ads set it apart from Google Maps. Google’s mapping app allows this category to promote services. However, Google does require a verification process and audits ads to ensure they are in good faith.

From a broad perspective, Apple prohibits the use of ads that may be deceptive, politically leaning, or any that feature profanity, weapons, substances or defamatory material.

In March, Apple announced its plans to introduce ads within Apple Maps. The company confirmed that local businesses can pay to have ads appear in search and discovery within the Maps app. Ads will appear at the top of search results based on relevance. Each one will be marked for transparency and is built with a privacy-first approach.

No confirmed date has been set on when ads will appear in Apple Maps in Canada or the US.