Apple has now announced who can advertise on Apple Maps, barring entire business categories while still giving itself the right to final say over any advertisements on the platform.
On Tuesday, Apple updated its advertising guidelines. This was particularly noteworthy as it outlines the policies that advertisers will be expected to follow when advertising on Apple Maps.
Perhaps not surprisingly, Apple's policies are generally more restrictive than Google's across some key categories. This has typically been the case for content moderation between the two services.
For instance, Apple Maps has placed strict prohibitions on certain advertising categories outright. Banned categories include bail bonding services and cryptocurrency ATMs.
It also prohibits any home services. This would include plumbers, electricians, HVAC, roofing, and more; Apple does not explain the rationale for excluding these categories.
Google generally allows these categories to advertise, subject to local law and other advertising policies.
And while Apple hasn't outright banned medical services, it does note that any such ad "will be evaluated on a case-by-case basis." Google will generally allow medical ads, assuming they are compliant with local laws.
Apple has also fully banned political advertising, though this is not exclusive to Apple Maps. Google allows political advertising on Google Maps and other categories.
Apple Maps ads will be expected to comply with the whole of Apple advertising policy. This means that ads must be presented clearly and advertisers cannot send users to unrelated pages or use misleading claims.
Generally, Apple reserves broader discretion to reject ads, even if they're not directly in violation of a rule. Google, on the other hand, tends to allow most things that don't violate any of its listed criteria.
Coming to a Maps app near you
Apple Maps ads are only now beginning to roll out after years of speculation. Initially, it was believed that the tech giant was weighing the pros and cons of integrated ads in 2022.
Reports later suggested the advertisements would surface in 2023. However, the feature failed to materialize in 2023, 2024, or 2025.
Speculation resumed in late 2025, with reports once again hinting to a 2026 launch. Apple officially confirmed those plans in March 2026 with the launch of Apple Business, announcing that advertising would begin rolling out to Apple Maps during Summer 2026.
