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Android: open Settings > Privacy > Ads, then choose Reset Advertising ID or Delete Advertising ID. On some phones, use Settings > Google > All services > Ads. iPhone: open Settings > Privacy & Security > Tracking and deny tracking for individual apps or disable Allow Apps to Request to Track. These controls reduce identifier-based tracking; they do not remove every advertisement.
The settings have different scopes. Android separates its advertising identifier from newer controls for ad topics, app-suggested ads and ad measurement. iPhone separates permission for third-party app tracking from Apple’s own personalized advertising and location-based ad settings. Use the section for your phone, then apply the additional controls that match the kind of tracking you want to limit.
What these settings actually change
An advertising identifier is a resettable identifier used by apps and advertising systems to recognize a device for ad-related purposes. Resetting it gives the device a new identifier. Deleting it removes the identifier instead of replacing it. Neither action is an “all ads off” switch: apps can still display advertisements, and ad selection can use other information or an app’s own settings.
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On iPhone, the comparable control is App Tracking Transparency. When an app is denied permission, it cannot access the system advertising identifier (IDFA) for the tracking covered by Apple’s rules. Apple’s separate Personalized Ads switch affects ads delivered by Apple in the App Store, Apple News and Stocks, not every ad shown by every app.
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Think of these settings as controls over particular signals, not as a single privacy master switch. Changing an identifier can break the link between future ad requests and the old identifier, while a personalization switch changes how a particular advertising system selects ads. Neither action automatically signs you out of apps, removes browser cookies, or asks every company that already has data about you to erase it.
Android: reset or delete your advertising ID
Use the current Google Play services path
- Open Settings.
- Tap Privacy, then Ads.
- Choose Reset Advertising ID and confirm. Android creates a new advertising identifier.
- If you do not want a replacement identifier, return to the same screen, choose Delete Advertising ID and confirm.
Google documents these controls for Android devices that include Google Play services. The exact wording can vary with the phone manufacturer, Android release and regional configuration. Read the confirmation text before accepting it: the reset and delete actions are intentionally different, and the screen may explain which one your version supports.
A reset is useful when you want to start a new advertising identity without removing the identifier mechanism altogether. For example, a device that has accumulated an identifier-based advertising history can present a different identifier to systems that read it after the reset. Deletion is the more restrictive choice when you do not want the device to provide that identifier at all.
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Use the Google settings route when Privacy does not show Ads
- Open Settings.
- Tap Google.
- Choose All services, then Ads.
- Select Reset Advertising ID or Delete Advertising ID and confirm.
If neither route is visible, use the Settings search field for Ads, advertising ID or advertising identifier. A work-managed phone, a device without Google Play services or an older Android build may expose a different menu.
Reset versus delete
| Choice | What happens to the identifier | What it does not do |
|---|---|---|
| Reset Advertising ID | The current identifier is replaced with a new one. | It does not uninstall apps, erase advertising profiles held by companies, or prevent all ads. |
| Delete Advertising ID | The advertising identifier is removed rather than replaced. | Apps may still show ads or use other information and app-specific settings for ad selection. |
Choose Reset when you want to break continuity with the current identifier while retaining an identifier-based advertising framework. Choose Delete when you prefer not to provide that identifier. If an app or service requires a particular identifier for its own operation, its behavior can differ after either change; the operating-system setting does not guarantee compatibility with every app.
Do not confuse either option with Android’s older Opt out of Ads Personalization preference. Reset and delete change the advertising-ID state. The opt-out asks Google’s advertising system to provide less personalized advertising, but it does not itself remove the identifier.
What happens after a reset or deletion
- Advertising systems that receive the new value may treat the device as a different advertising identity.
- Deleting the value does not retroactively erase information an app or advertising company already stored.
- Ads can remain because applications may use contextual information, account activity, location settings, cookies or their own identifiers, subject to their policies.
- Changing the setting does not automatically change notification permissions, browser tracking settings, app login data or an app’s internal personalization controls.
- A reset or deletion affects the device-level identifier setting; it does not remove an account-based profile that a service associates with your sign-in.
Android: turn off additional ad privacy features
Android’s newer ad privacy controls are separate from the advertising ID. To review them, open Settings > Google > All services > Ads > Ads privacy. The labels and availability can vary, so search Settings for Ads privacy if necessary.
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Review each control individually. Turning off one feature does not automatically turn off the others, and availability depends on the Android and Google Play services versions, account configuration and rollout on your phone.
Ad topics
Android can use recent app activity to assign broad topics that may help select ads. In Ads privacy, review or disable Ad topics, and remove individual topics when the interface offers that option. Google says an ad topic is deleted after four weeks. Removing a topic prevents Android from sharing that topic again, but Google cautions that you may still see ads related to it because other signals can produce similar ads.
Removing a topic therefore changes a signal available for future ad selection; it is not a promise that an ad connected with the same subject will disappear immediately. If a topic list is shown, check it periodically and remove topics you no longer want used.
App-suggested ads
App-suggested ads lets participating apps suggest information that Android can use for advertising on the device. Turn the feature off or manage it from Ads privacy if it is available on your phone. This setting does not control advertising systems that an app operates independently of Android’s feature.
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Ad measurement
Ad measurement provides measurement signals intended to help determine whether an advertisement led to an outcome such as an app interaction. Disable or manage it in Ads privacy to reduce this Android-provided measurement. The setting does not prevent an app or advertising network from using measurement methods outside this Android feature.
Older Android versions
Some older releases use Settings > Privacy > Advanced > Ads. There you may find Opt out of Ads Personalization. Turn it on to request less personalized advertising through Google’s advertising system. This is not the same as deleting the advertising ID, and it cannot make every app’s ads disappear. If the route is absent, search Settings for Ads and check the Google section.
iPhone: stop apps from requesting tracking
Deny tracking for individual apps
- Open Settings.
- Tap Privacy & Security.
- Tap Tracking.
- Turn off the switch beside an app to deny its tracking permission. If an app asks later, choose Ask App Not to Track.
Apple states that when you choose Ask App Not to Track, the app developer cannot access the system advertising identifier (IDFA), which is often used for tracking. Under Apple’s described rules, the app is also not permitted to track you using other identifying information for that purpose.
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The list on the Tracking page is a permission list, not a list of every advertising technology installed in every app. You can leave permission enabled for an app you trust and deny it for another. Revisit the list after installing new apps so that a later permission request does not go unnoticed.
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- Go to Settings > Privacy & Security > Tracking.
- Turn off Allow Apps to Request to Track.
With this switch off, apps that would request permission are treated as denied and do not present the normal tracking prompt. Existing permissions are handled as denied under Apple’s documented behavior. You can revisit the page later if you want to change an individual app’s permission.
The global option may be unavailable or fixed by policy for a child account, a managed account or a device with management restrictions. In those cases, the account holder or administrator controls the setting.
iPhone: turn off Apple’s personalized ads
- Open Settings.
- Tap Privacy & Security.
- Tap Apple Advertising.
- Turn off Personalized Ads.
This setting applies to Apple-delivered advertising in the App Store, Apple News and Stocks. Apple says turning it off may make ads less relevant but may not decrease the number of ads you receive. It does not revoke a third-party app’s tracking permission; manage that separately under Tracking.
Apple’s iPhone guide says these Apple ads do not access data from other apps, and reading activity is not used to target ads outside the Apple apps covered by the setting. That scope is why turning off Apple personalization should not be described as a universal iPhone ad blocker.
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- Open Settings > Privacy & Security > Location Services.
- To remove location access broadly, turn off Location Services, then confirm.
- For a narrower change, leave Location Services on and select App Store or News.
- Set the selected app’s location access to Never.
Turning off location access can affect other features that rely on location, not only advertising. Setting location access to Never for App Store or News is the more targeted option when you want to limit location-based Apple ads while retaining location for other apps.
Understand the iPhone controls by scope
| iPhone control | Primary scope | Result |
|---|---|---|
| Tracking | Individual apps’ requests to track activity across other companies’ apps and websites. | Denied apps cannot access IDFA for the covered tracking; disabling requests globally treats requesting apps as denied. |
| Apple Advertising > Personalized Ads | Apple ads in the App Store, Apple News and Stocks. | Reduces personalization of those Apple-delivered ads, not necessarily their number. |
| Location Services | Location signals available to the system and selected apps. | Removing location access can limit location-based Apple ads, but may also affect location features. |
These controls can be combined. For the broadest reduction in the areas Apple exposes, deny app tracking, turn off Apple Personalized Ads, and restrict location for App Store and News. Each action still has a separate scope, so changing one does not substitute for the others.
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Android and iPhone: which action should you take?
| Your goal | Android | iPhone |
|---|---|---|
| Break continuity with an existing advertising identifier | Use Reset Advertising ID. | There is no identical user-facing reset path; deny app tracking under Tracking. |
| Remove the device advertising identifier | Use Delete Advertising ID. | Deny access to IDFA through Tracking; this controls app access rather than deleting an Apple-wide identifier from the device. |
| Reduce operating-system ad signals | Manage Ad topics, App-suggested ads and Ad measurement under Ads privacy. | Turn off Personalized Ads for Apple-delivered ads. |
| Limit location-based Apple advertising | Use your phone’s location permissions and app settings; Android’s advertising-ID controls do not control all location use. | Turn off Location Services or set App Store and News to Never. |
What these changes cannot guarantee
- They do not eliminate advertisements. Free apps and services can continue to display ads after identifier or personalization controls change.
- They do not erase every existing profile. Resetting creates a different Android identifier, while deletion removes the current one; neither instruction orders every company to delete previously collected records.
- They do not control every app-specific system. An app may have its own account-based recommendations, advertising SDK configuration or privacy menu.
- They do not replace browser privacy settings. Website cookies, browser storage and logged-in activity are governed by the browser and the websites you use.
- They do not override management policies. A school, employer, parent-controlled account or device-management profile can hide or lock a setting.
Troubleshooting when a setting is missing
The Android Ads menu is not where the instructions say
Search Settings for Ads and then for advertising ID. Check both Privacy and Google > All services. Manufacturer software can rename or relocate the item. If the phone does not include Google Play services, Google’s documented path may not exist; look for the manufacturer’s privacy or advertising controls instead.
You see “Opt out of Ads Personalization,” but not Reset or Delete
That usually indicates an older Android interface. Turn on the opt-out if it matches your goal, then check for system updates or search again for the advertising-ID wording. Do not assume the opt-out deleted the identifier; it is a separate preference.
The Android privacy features are unavailable
Ad topics, app-suggested ads and ad measurement depend on Android and Google Play services versions, account configuration and rollout. If Ads privacy does not appear, use the available advertising-ID and personalization controls and review the app’s own privacy settings.
The iPhone Tracking switch is greyed out or absent
Check whether the iPhone uses a child or managed account, Screen Time or a device-management profile. Apple lists those conditions as cases in which the global request setting may be unavailable. The administrator or account configuration must be changed before you can control it yourself.
An app keeps showing personalized-looking ads
First confirm the relevant switch is off, then close and reopen the app. An advertisement can still appear because its content is contextual, based on an account relationship, selected by the app’s own system or delivered by a service outside the control you changed. The appearance of a relevant ad alone does not prove that the operating-system identifier was used.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.A practical privacy checklist
- On Android, decide whether you want a new advertising identifier or no identifier, then choose Reset or Delete accordingly.
- Open Android Ads privacy and review ad topics, app-suggested ads and ad measurement individually.
- On iPhone, open Tracking, deny apps you do not want tracking, or disable Allow Apps to Request to Track.
- Open Apple Advertising and turn off Personalized Ads if you want less personalization in Apple’s own ad placements.
- Review Location Services and set App Store or News to Never if location-based Apple ads are a concern.
- Check important apps’ own privacy menus and your browser settings, because operating-system controls do not cover every advertising method.
- Recheck the relevant pages after a major operating-system update, because manufacturers and Apple can change labels, menu locations and which features are available.
Bottom line
Android gives you a genuine choice between replacing the advertising ID and deleting it, plus separate controls for ad topics, app-suggested ads and measurement. iPhone’s main third-party tracking control is permission-based: deny apps access to tracking and IDFA, then separately turn off Apple’s personalized ads and, if needed, location access for Apple’s advertising apps. These settings reduce specific forms of profiling, but they are not a promise that advertisements or all data collection will stop.
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Does resetting an Android advertising ID delete my old advertising profile?
No. Resetting replaces the device identifier with a new value. It does not instruct every app or advertising company to erase information it previously stored, and account-based activity can still connect activity to you.
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Is deleting the Android advertising ID better than resetting it?
They serve different goals. Reset creates a new identifier and breaks continuity with the old value; delete removes the identifier instead of replacing it. Choose based on whether you want a new advertising identity or no device advertising identifier.
Will I stop seeing ads after deleting the Android advertising ID?
No. Apps can continue to display ads using contextual information, account activity, location settings, app-specific identifiers or other systems. Deletion limits one signal; it is not an ad blocker.
Why can I still see an ad related to an Android ad topic I removed?
Removing a topic prevents Android from sharing that topic again, but other signals can produce a similar ad. Google says an ad topic is deleted after four weeks, and related ads can still appear during or after that period.
What is the difference between iPhone Tracking and Apple Personalized Ads?
Tracking controls whether individual apps can track activity across other companies’ apps and websites and access IDFA for that purpose. Apple Advertising controls personalization of Apple-delivered ads in the App Store, Apple News and Stocks. They are separate settings.
Does turning off Personalized Ads reduce the number of iPhone ads?
Not necessarily. Apple says ads may become less relevant without a reduction in the number of ads you receive.
Can I block location-based Apple ads without disabling all location features?
Yes. Leave Location Services on and set the App Store and News permissions to Never. Turning off Location Services entirely is broader and can affect other location-dependent features.
Why is Allow Apps to Request to Track unavailable on my iPhone?
Apple identifies child or managed accounts and device-management restrictions as situations where the global request setting may be unavailable or fixed by policy. The account holder or administrator may need to change it.
The Bottom Line
Use Android’s Reset Advertising ID to replace the identifier or Delete Advertising ID to remove it, then review Ads privacy. On iPhone, deny app tracking, turn off Apple Personalized Ads, and restrict location for App Store and News if appropriate. These controls narrow specific tracking signals; they do not eliminate every ad or every form of data collection.
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