Apple has published advertising policies for its upcoming Apple Maps ads, revealing a more selective approach than rival Google by banning home service businesses from advertising on the platform.
The new Apple Advertising Services policy, which took effect on July 14, 2026, comes ahead of the expected launch of Apple Maps ads in the United States and Canada later this summer.
Under the policy, Apple will not allow a wide range of home service businesses to advertise on Maps, including plumbers, electricians, locksmiths, HVAC companies, pest control providers, roofers and general contractors.
The move marks a significant departure from Google, where home service providers represent one of the largest categories of local advertising through its Local Services Ads platform.
The policy suggests Apple is initially focusing on businesses with physical locations that customers can visit, making Maps advertisements appear more like traditional business listings rather than search advertisements.
Apple has not commented publicly on the new advertising rules.
Curated approach
Besides home services, Apple is also prohibiting advertisements for cryptocurrency ATMs and bail bond providers on Apple Maps.
Medical service advertisements will undergo individual review, with Apple stating they will be evaluated on a case-by-case basis before approval.
The broader advertising policy also bans deceptive, offensive or profane content, political advertisements, weapons, violence, controlled substances and defamatory material across Apple's first-party apps.
Industry observers say the stricter guidelines could reduce fraud risks often associated with home service advertising, where platforms typically require additional verification and regular audits.
One sponsored listing
Apple's Maps advertising system will differ from Google's by displaying only one sponsored business in Maps search results.
Sponsored locations will be marked with a small blue halo around the map pin and clearly labelled as an advertisement in the Suggested Places list.
Apple also emphasised its privacy-focused approach, saying data about advertisements users interact with will remain on the device and will not be collected by the company or shared with third parties.
Separately, recent updates to Apple's Advertising Services Terms of Service have fuelled speculation that the company could eventually expand its advertising platform beyond Apple-owned apps, although Apple has not confirmed any such plans.
