If a U.K. user has not already signed up for Advanced Data Protection, they will not be able to as of February 21, Apple said. Instead, those users will see a message: “Apple can no longer offer Advanced Data Protection (ADP) in the United Kingdom to new users.”

Use precise geolocation data and actively scan device characteristics for identification. This is done to store and access information on a device and to provide personalised ads and content, ad and content measurement, audience insights and product development. List of Partners (vendors)

Apple has just removed Advanced Data Protection for iCloud Users in the U.K. Here’s what it means and why it’s a big change for consumers.