Facebook Inc accused rival Apple Inc of engaging in anticompetitive practices on Wednesday, firing another shot in a months-long standoff between the two tech giants over Apple’s planned privacy changes for iOS14.

“Apple is behaving anti-competitively by using their control of the App Store to benefit their bottom line at the expense of creators and small businesses. Full stop,” Facebook Vice President for Ads and Business Products Dan Levy told reporters.

In response, Apple said its new rules will not require Facebook to change its “approach to tracking users and creating targeted advertising” but instead requires Facebook to give users on Apple devices a choice of whether to opt in to those practices.

“We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not,” Apple said in a statement

The world’s biggest social media company ran full-page ads in major newspapers criticising Apple’s plans, which will limit apps’ ability to gather data from people’s phones that can be used for targeted advertising.

It said in a blog post that Apple’s own personalised ad platform would be exempt from the new prompt requirement the iPhone maker is planning to impose on other companies.

Apple said in June that such activity will require a pop-up notification asking iOS users for “permission to track you across apps and websites owned by other companies,” which digital advertising firms expect most will decline.