How to limit targeted ad tracking on iPhone and iPad

How to limit targeted ad tracking on iPhone and iPad

iOS gives advertisers the option to serve up targeted ads based on your likes and dislikes. This is done by giving your device a unique advertising identifier that provides useful information to marketers about your habits and likes. Some people don't like this behavior and while you can't completely stop targeted ads from happening, your iPhone and iPad do give you the ability to limit ad tracking.

Here's how.

  1. Launch the Settings app from the Home screen of your iPhone, iPad, or iPod touch.
  2. Tap on General and then select About.
  3. Scroll all the way to the bottom and tap on the Advertising section.
  4. Here you can turn the option to limit ad tracking to On by tapping on it.

Allyson Kazmucha

Editor for iMore, Potter pundit, and the ninja in your iOS

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There are 19 comments. Add yours.

PassOutPete says:

The MAN will no longer be bigbrother-ing me!

mulasien says:

First thing I did when my wife got her iPhone. It's disappointing that the setting is so far buried in a very non-obvious place.

MAGNUS says:

Agreed... I found it by accident but was sure to change it on my wife's phone as well.

shinuyuki says:

I turned this off as soon as I came back to my iPhone from Droid. I don't like how they can simply read my information for the sake of trying to sell me something. As you said, it doesn't block it completely; however, it at least gives you some control to limit it. I bet it helps your battery life too; barely, but definitely.

Team George says:

I have to say games like Fifa 2013 are infuriating because of the ads - I don't know why game developers think they win from it. All it means is that I won't use the app as much.

Jaguarr40 says:

As usual Ally gives up some more advice on how to make our lives a bit easier using our iPhones. I sure appreciate reading all of her how to articles so once again thank you Ally.

pr1nce says:

I agree. Another nice how to article. Keep up the good work Ally!

mousebrat2006 says:

Oh thank heaven. This will make me super happy. Time to go play with some settings.

threepio says:

Thanks for this. Gonna have to do my whole families iPhone 5's now.

E-POTS says:

it's always nice when a product I own, which i purchased myself, makes money for other people and I don't see a cent of it...

vianar says:

Thanks. I don't like that there is any add tracking at all. I don't use many apps and I am not against paying for apps that I use so the fact that advertisers will still know what I do Is upsetting. Maybe Apple should have a function where you can turn off ads altogether and for doing that I am not able to download ad supported apps. That would work best for me.

smartt3ch says:

Finally a way for some of those pestering ads from knowing more than what they need to know about me! Thanks iMore!!!

ljy1 says:

Thanks, just did this on my iPad

dcb2891 says:

Thanks for the great tip.

wscotchmer says:

Awesome tip! Doing this right now on both my iPad and iPhone!

asuperstarr says:

Definitely will turn this on.

cheryl64 says:

thanks for the wonderful info you are passing to us

Matt Jeffers says:

Can you still do this in the new iOS?

treacl says:

Other Apple gear I use has ways (e.g. DoNotTrackMe) - alike other comments, it's good to see a blocker for iOS. Now, it has to prove itself...