Key Takeaways

  • Apple’s new Maps ads will not include home services.
  • The advertising policy aims for a curated approach.
  • Ads will feature a single promoted business per search.
  • User data related to ads will remain private.

New Advertising Rules

Apple has introduced a set of guidelines for its upcoming Maps advertising, which will take a more selective approach compared to competitors like Google. The company has yet to announce a specific launch date, but it has indicated that the ads will debut this summer in the U.S. and Canada.

Restrictions on Home Services

As part of the new advertising policy, effective July 14, 2026, Apple has banned a wide range of home services from its Maps ads. This includes businesses such as plumbing, electrical work, locksmith services, HVAC, pest control, roofing, and general contracting. This move differentiates Apple from Google, which includes Local Services Ads as a significant part of its advertising strategy.

Focus on Physical Locations

Apple’s decision to limit ads to businesses with a physical presence suggests a desire to create a more organic feel to its Maps listings. This could also help Apple avoid complications associated with verifying home service businesses, which often require extensive checks and audits.

Additional Advertising Restrictions

Beyond home services, Apple’s policy also prohibits ads for cryptocurrency ATMs and bail bonds. Medical service ads will be evaluated individually, indicating a careful approach to sensitive categories. The broader advertising policy also bans misleading or offensive content, political ads, and ads featuring weapons or controlled substances.

Ad Display and User Privacy

Apple plans to display only one ad per search result in Maps, clearly marking it with a blue halo around the pin and labeling it as an advertisement. The company has also stated that any data collected from user interactions with ads will remain on the device and will not be shared with third parties.

Future Developments

While Apple may consider expanding its advertising categories in the future, its current strategy positions Maps ads as a more curated and navigation-focused offering, distinct from traditional web search advertising. Recent updates to Apple’s Advertising Services Terms of Service hint at potential expansions to non-Apple services, although no official confirmation has been provided.