Facebook has launched a major publicity campaign to attack Apple's new rules for tracking users in iOS 14, rules that will begin to take effect in 2021 after some delay. The company has taken out several full-page ads in various newspapers and claims that Apple's rule changes are hostile to small businesses.

But Apple - which has responded to Facebook's criticisms with a statement and a quietly brutal tweet by Tim Cook - now has an ally in the form of the Electronic Frontier Foundation (EFF), a non-profit organisation whose goal is to promote privacy, digital rights and freedom of speech.

The EFF calls the campaign "a laughable attempt from Facebook to distract you from its poor track record of anticompetitive behaviour and privacy issues".

The organisation goes on to make clear its support for Apple's policy. "Requiring trackers to request your consent before stalking you across the internet should be an obvious baseline," it says, "and we applaud Apple for this change."

Read the entire EFF post for more information.

This article originally appeared on Macworld Sweden. Translation by David Price.