#Facebook runs second newspaper ad against Apple privacy move

Facebook continued its attack on Apple’s forthcoming privacy updates Thursday, with a second newspaper ad accusing the iPhone maker of trying to kill the “free internet.”

The full-page ad appeared in several major papers a day after Facebook launched an aggressive campaign against Apple’s plans to require app developers to ask iPhone and iPad users for permission to track their data. Apple plans to roll out the changes to its iOS software early next year.

In its first newspaper ad and online posts, Facebook claimed the change would crimp small businesses’ sales by making it harder for them to effectively target digital advertisements. The social-media giant expands on that argument in the new print ad, saying the update could end up forcing consumers to pay for content they’re used to getting for free.

“Take your favorite cooking sites or sports blogs. Most are free because they show advertisements,” reads the second ad, which like the first was slated to appear in the Wall Street Journal, the New York Times and the Washington Post, according to CNBC.

“Apple’s change will limit their ability to run personalized ads,” the ad continues. “To make ends meet, many will have to start charging you subscription fees or adding more in-app purchases, making the internet much more expensive and reducing high-quality free content.”

Facebook has also pointed out that Apple stands to gain from those kinds of business decisions because it collects commissions of up to 30 percent on purchases made through iOS apps.

Apple did not immediately respond to Facebook’s new ad, but the Silicon Valley titan has said the planned changes are meant to protect users’ privacy.

Apple has noted that Facebook and other developers will be able to explain why users should allow them to track their data in the iPhone prompts that will ask users whether they want to enable such tracking.

“We believe that this is a simple matter of standing up for our users,” Apple said in a statement Wednesday. “Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not.”