P&G helped test new tracking tech that skirts Apple's new privacy rules

U.S.-based Procter & Gamble helped test tech that goes against iOS 14 privacy rules.

What you need to know

• Procter & Gamble helped test CAID, China's new ad tracking technology.
• The technology aims to skirt Apple's new ATT privacy rules.
• Apple says any app found to track users without their permission will be rejected.

Procter & Gamble, one of the largest advertising companies in the world, participated in testing a new ad tracking technology that aims to skirt Apple's new AppTrackingTransparency rules.

As reported by The Wall Street Journal (via 9to5Mac), the company helped test CAID, a new tracking technology developed in China.

Today's report from the Wall Street Journal elaborates on the IDFA "alternative" being developed in China. Most notably, the report says that Procter & Gamble participated in testing the technology. P&G is one of the world's largest advertisers, and is the "biggest Western company involved" with the Chinese IDFA alternative, the report says.

The company has joined forces with dozens of Chinese trade groups and tech firms working with the state-backed China Advertising Association to develop the new technique, which would use technology called device fingerprinting, the people said. Dubbed CAID, the advertising method is being tested through apps and gathers iPhone user data to serve up targeted ads.

P&G said that it is working with the trade group in China to help find ways to "deliver useful content consumers want in a way that prioritizes data privacy, transparency, and consent."

Apple responded to the report saying that any app that is found to track a user without their permission will be rejected from the App Store.

"The App Store terms and guidelines apply equally to all developers around the world, including Apple," an Apple spokesman said. "We believe strongly that users should be asked for their permission before being tracked. Apps that are found to disregard the user's choice will be rejected."

It was originally discovered back in March that the China Advertising Association was working on CAID to attempt to bypass Apple's new privacy protections.