Apple got a boost in France on Wednesday (March 17).
The country's antitrust watchdog rejected a bid by advertisers to suspend the firm's upcoming privacy feature.
Dubbed 'App Tracking Transparency', it allows users to block advertisers from tracking them across different applications.
But Facebook and some app developers claim that tilts the playing field.
Some French groups complained to competition regulators, saying Apple was still free to send targeted ads without users' prior consent.
But watchdog chief Isabelle de Silva has rejected the bid to suspend the new product, having consulted data privacy regulators.
She says they judged it could benefit consumers, and was presented in a clear an unbiased way.
However, she plans to continue assessing whether Apple favors its own services and products.
A decision on that is expected early next year at the latest.
The complainants said they were disappointed by the ruling, but welcomed the probe into Apple's behaviour.