Apple bans home services from its upcoming Maps ads

苹果禁止家庭服务类广告出现在其即将推出的地图广告中

Apple has quietly published a rulebook for its new Maps ads, revealing a more curated approach than advertising giant Google. The iPhone maker has not disclosed a launch date for Maps ads, which was announced earlier this year, beyond saying they would arrive “this summer” in the U.S. and Canada. However, the company has published advertiser documentation and Maps-specific ad policies, suggesting the rollout is approaching.

苹果公司悄然发布了其新地图广告的规则手册，展现出一种比广告巨头谷歌更为精细化的管理方式。这家 iPhone 制造商尚未透露地图广告的具体发布日期（该广告于今年早些时候宣布），仅表示将于“今年夏天”在美国和加拿大上线。不过，该公司已经发布了广告商文档和地图专属广告政策，这表明广告功能的推出已指日可待。

In a newly published Apple Advertising Services policy, effective as of July 14, 2026, the iPhone maker shares its rules for advertising on Apple Maps. Notably, it prohibits the broad category of home services businesses, like plumbing, electrical, locksmith, HVAC, pest control, roofing, and general contracting services, among others. That sets Apple apart from Google, where Local Services Ads are one of the company’s largest local advertising categories.

在一份于 2026 年 7 月 14 日生效的最新《苹果广告服务政策》中，苹果分享了其在 Apple Maps 上投放广告的规则。值得注意的是，该政策禁止了广泛的家庭服务类业务，例如管道维修、电力维修、锁匠、暖通空调（HVAC）、害虫防治、屋顶维修以及总承包服务等。这一点使苹果与谷歌区分开来，在谷歌平台上，本地服务广告（Local Services Ads）是其最大的本地广告类别之一。

Apple’s policy suggests the company is initially limiting its ads to places with a physical presence that their customers actually visit. Apple did not respond to a request for comment about the new rulebook.

苹果的政策表明，该公司初期将广告限制在拥有实体店面且客户确实会前往访问的地点。苹果未回应关于这份新规则手册的置评请求。

This approach could help make Apple’s ads feel more like organic map listings, rather than traditional paid search ads. It could also save Apple some headaches as it gets its Apple Maps ads off the ground. Home services businesses, including locksmiths and garage door service providers, often require additional verification. Google, for instance, allows these categories, but requires initial verifications, follow-ups, and audits to remain in good standing.

这种做法有助于让苹果的广告看起来更像是自然的地图列表，而非传统的付费搜索广告。这也可能让苹果在启动 Apple Maps 广告业务时省去一些麻烦。家庭服务类企业（包括锁匠和车库门服务提供商）通常需要额外的验证。例如，谷歌虽然允许这些类别，但要求进行初始验证、后续跟进和审计，以确保其保持良好的信誉。

Apple’s curated approach to its App Store is also spilling over into its newest advertising vertical. In addition to banning home services, the policy prohibits a handful of businesses from advertising on Maps, like cryptocurrency ATMs and bail bonds providers. Apple is also taking a hands-on approach to approving ads for businesses offering medical services, as the policy notes these ads will be “evaluated on a case-by-case basis.”

苹果在 App Store 上采取的精细化管理模式也延伸到了其最新的广告垂直领域。除了禁止家庭服务外，该政策还禁止了少数几类业务在地图上投放广告，例如加密货币自动取款机和保释服务提供商。苹果还对提供医疗服务的企业广告采取了严格的审批方式，政策指出这些广告将“逐案评估”。

These restrictions appear in a dedicated section of the new “Apple Advertising Services News and Stocks, Maps, and Sports Programming Policies,” which details the rules around publishing ads across Apple’s first-party apps beyond the App Store. The broader policy also prohibits deceptive or profane ads, political ads, and ads featuring weapons, violence, controlled substances, defamatory material, and more.

这些限制出现在新的《苹果广告服务新闻、股票、地图和体育节目政策》的专门章节中，该文件详细说明了在 App Store 之外的苹果第一方应用中发布广告的规则。更广泛的政策还禁止了欺骗性或亵渎性广告、政治广告，以及涉及武器、暴力、管制物质、诽谤性材料等的广告。

Although Apple may expand to other ad categories over time, its initial approach positions Maps and its ads as a more curated, navigation-focused product, rather than an extension of a web search engine. Apple’s approach to displaying ads will also differ from Google; Apple said it would only show a single ad to users in its Maps search results. It noted that the advertised businesses would be clearly marked with a small blue halo around the pin, and labeled as an ad in the list of Suggested Places.

尽管苹果未来可能会扩展到其他广告类别，但其初步策略是将地图及其广告定位为一种更精细、以导航为核心的产品，而不是网络搜索引擎的延伸。苹果展示广告的方式也将与谷歌不同；苹果表示，在地图搜索结果中只会向用户展示一条广告。该公司指出，广告业务将通过图钉周围的一个小蓝色光环清晰标记，并在“建议地点”列表中标注为“广告”。

Apple also said that data about the ads that 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 could be planning to expand its Apple Apps to non-Apple-owned services, a report from Mobile Dev Memo noted. Apple has not confirmed any changes on that front, however.

苹果还表示，用户与广告互动的数据将保留在设备上，不会被公司收集或与第三方共享。据 Mobile Dev Memo 的一份报告指出，苹果广告服务条款的另一项近期更新也暗示，苹果可能计划将其苹果应用扩展到非苹果拥有的服务中。不过，苹果尚未证实这方面的任何变动。