Canadian privacy & access decisions

An individual complained that Apple was using and sharing her unique device identifier (UDID) without her knowledge and consent for tracking and targeted advertising. The OPC determined that UDIDs, and later Advertising IDs (Ad IDs), constituted personal information because Apple could link them to identifiable individuals. While Apple's use of UDIDs for administrative purposes was deemed to have implied consent, the OPC initially found Apple's explanations for using and disclosing UDIDs for targeted advertising to be insufficient for meaningful consent. During the investigation, Apple phased out the use of UDIDs for advertising, introduced the resettable Ad ID, and improved its privacy policy explanations and opt-out mechanisms. Consequently, the OPC found that Apple's updated practices provided sufficient information for meaningful consent regarding the use and disclosure of Ad IDs for advertising. The complaint was found to be well-founded but resolved due to Apple's corrective actions.

• Whether Unique Device Identifiers (UDID) constitute personal information under PIPEDA.
• Whether Advertising Identifiers (Ad ID) constitute personal information under PIPEDA.
• Whether Apple obtained meaningful consent for its use of UDID for administration and maintenance purposes (Principle 4.3 PIPEDA).
• Whether Apple obtained meaningful consent for its use of UDID and Ad ID for targeted advertising purposes (Principle 4.3 PIPEDA).
• Whether Apple obtained meaningful consent for its disclosure of UDID and Ad ID to third-party app developers (Principle 4.3 PIPEDA).
• Whether Apple's explanations regarding the use and disclosure of UDID and Ad ID were sufficiently clear and understandable to ensure meaningful consent (Principle 4.3.2 PIPEDA).
• Whether the sensitivity of UDID and Ad ID in the context of user profiling and online behavioural advertising required express consent (Principle 4.3.6 PIPEDA).
• Whether the reasonable expectations of the individual were met regarding the use and disclosure of UDID and Ad ID (Principle 4.3.5 PIPEDA).