BRUSSELS, Feb 26 (Reuters) - Apple ( AAPL ) is facing a

likely antitrust fine as the French regulator prepares to rule

next month on the company's privacy control tool, two people

with direct knowledge of the matter said.

Called App Tracking Transparency (ATT), the feature allows

iPhone users to decide which apps can track user activity,

helping companies like Meta Platforms' ( META ) Facebook and

online advertisers tailor ads to users and measure their impact.

Digital advertising and mobile gaming companies including

Facebook say it has made it more expensive and difficult for

brands to advertise on Apple's ( AAPL ) platforms.

The French regulator charged Apple ( AAPL ) in 2023, saying it was

concerned that the company might "abuse its dominant position by

implementing discriminatory, non-objective and non-transparent

conditions for the use of user data for advertising purposes".

It is expected to issue its decision next month ordering

Apple ( AAPL ) to halt its anti-competitive practice and will likely

impose a fine too, the people said, making it the first

regulatory veto against the ATT.

French antitrust fines can be as much as 10% of a company's

global annual revenue.

"The decision is expected in the spring. But we can't

comment any further," the regulator said.

Apple ( AAPL ) referred to a July 2023 statement in which it said it

holds its advertising business to a higher standard of privacy

than it requires of any other developer and that it had

previously received strong support from the French regulator and

privacy watchdog on the goal of the ATT.

The German antitrust authority earlier this month charged

Apple ( AAPL ) with abusing its market power through its app tracking

tool and giving itself preferential treatment, putting the

company at risk of a hefty fine.