AppLovin Targeted by SEC

Drama

09 October 2025 12:04

The US Securities and Exchange Commission (SEC) has launched an investigation into AppLovin following allegations that the mobile advertising company violated service agreements to target users with personalized ads. The probe, first reported by Bloomberg, was prompted by whistleblower claims and reports from short-sellers, including Fuzzy Panda and Muddy Waters Research.

The SEC has assigned cyber and emerging tech specialists to look into allegations that AppLovin used fingerprinting techniques to track users across different websites and apps. This practice involves collecting proprietary identifiers from other platforms without authorization to retarget users with ads. Apple’s App Store explicitly prohibits this method, and Google only recently reversed its ban in February.

Additionally, Culper Research accused AppLovin of exploiting app permissions to force unauthorized app installations directly onto users' phones, bypassing consent.

AppLovin has yet to face any charges, with the SEC’s investigation still underway. The company declined to comment in detail, stating it addresses regulatory inquiries in the normal course of business. AppLovin previously dismissed the short-seller reports as “littered with inaccuracies,” but the investigation could have significant implications for its operations and reputation within the mobile advertising industry.

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