Consent, tracking and children's data in UK apps
PECR applies to apps as well as websites: storing or reading information on a device, which covers most analytics, attribution and advertising SDKs, needs consent unless it is strictly necessary. Recent reforms exempt some low-risk uses such as certain analytics, so we check current ICO guidance per SDK, initialize trackers only after consent and pair the choice with Apple's App Tracking Transparency prompt so users are not asked twice in confusing ways.
If children are likely to use the app, the ICO's Age Appropriate Design Code applies: high privacy settings by default, geolocation off, and no nudges to share more data. Apps with chat or user-generated content may also have duties under the Online Safety Act 2023, which affects reporting tools and moderation design. This is general information, not legal advice.
