Apple has quietly published the rulebook for its new Maps ads, revealing a more selective approach than Google’s advertising.
The iPhone maker has not revealed a launch date for Maps ads, which were announced earlier this year, other than to say they will arrive “this summer” in the US and Canada. However, the company has published documentation for advertisers and ad policies specific to Maps, suggesting that a rollout is imminent.
In the newly published Apple Advertising Services policy, effective July 14, 2026, the iPhone maker shares its rules for advertising on Apple Maps. Notably, it prohibits a broad category of home service businesses, such as plumbing, electrical, locksmith, HVAC, pest control, roofing, and general contracting services, among others.
That sets Apple apart from Google, where Local Service Ads are one of the company’s biggest local advertising divisions. Apple’s policy suggests that the company initially limits its ads to places with a real presence that their customers visit.
Apple did not respond to a request for comment about the new rulebook.
This approach can help make Apple’s ads feel like live map listings, rather than traditional paid search ads.
It could also save Apple a headache as it gets its Apple Maps ads down. Home service businesses, including locksmiths and garage door service providers, often require additional certification. Google, for example, allows these categories, but requires initial verification, tracking, and research to stay in good standing.
Apple’s selective approach to its App Store also spills over into its new marketing. In addition to banning home services, the policy prohibits a number of businesses from advertising on Maps, such as cryptocurrency ATMs and bail bond providers.
Apple is also taking the approach of approving ads for businesses that provide medical services, as the policy notes that these ads will be “reviewed on a case-by-case basis.”
These restrictions appear in a section dedicated to “Apple Advertising Services News and Stocks, Maps, and Sports Programming Policies,” which explains the rules about publishing ads in all Apple’s original company applications beyond the App Store.
The broad policy also prohibits misleading or defamatory ads, political ads, and ads that depict weapons, violence, controlled substances, obscenities, and more.
Although Apple may expand into other ad categories over time, its initial approach positions Maps and its ads as a highly curated, navigation-focused product, rather than an extension of a web search engine.
Apple’s approach to displaying ads will also differ from Google’s; Apple said it will only show one ad to users in Maps search results. It noted that advertised businesses will be clearly marked with a small blue halo around the pin, and listed as an ad in the Suggested Places list.
Apple also said that data about the ads users interact with stays on the device and is not collected by the company or shared with third parties.
Another recent update to Apple’s Advertising Services Terms of Service also suggests that Apple may be planning to expand its Apple apps to non-Apple-owned services, noted a report from Mobile Dev Memo. Apple hasn’t confirmed any changes to that before, though.
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