# App Store Guideline 4.5.4: push notifications required or used for marketing
> Apple rejected the app under Guideline 4.5.4. The app can’t require push notifications, and marketing pushes need in-app consent and an opt-out.
Canonical: https://app369.com/fix/app-store-guideline-4-5-4-push-notifications/
Last updated: 2026-11-09
Guideline 4.5.4 is the App Store rule that an app can’t require push notifications to work. Marketing pushes also need opt-in consent shown in the app, plus an in-app way to opt out. Rejections often cite a permission prompt that blocks the app, or promotional pushes sent without consent.
**Short answer**
Let people use the app after they decline notifications. Add a separate marketing toggle with plain consent text, off until the user turns it on, and an in-app setting to turn it off again. Keep sensitive details out of the notification text. Then submit a new build with notes on what changed.
Rather not fix it yourself? [**App Fix Ticket**](https://app369.com/fixed-price/flutter-firebase-bug-fix/) starts with a fixed-price diagnosis, then a fixed price for the fix before any fix work.
## **What triggers 4.5.4, and the fix**
1. 01 ### **The app stops if notifications are declined**
> “Push Notifications must not be required for the app to function, and should not be used to send sensitive personal or confidential information.” [**Apple, Guideline 4.5.4**](https://developer.apple.com/app-store/review/guidelines/#4.5.4) A screen that won’t let people continue until they allow notifications makes them required. Ask at the moment a notification helps, and let the app work either way.
2. 02 ### **Marketing pushes go out without in-app consent**
> “Push Notifications should not be used for promotions or direct marketing purposes unless customers have explicitly opted in to receive them via consent language displayed in your app’s UI” [**Apple, Guideline 4.5.4**](https://developer.apple.com/app-store/review/guidelines/#4.5.4) Allowing notifications for order updates isn’t consent to promotions. Add a marketing option with its own consent text in your app, and only send offers to people who turned it on.
3. 03 ### **There is no in-app opt-out**
> “and you provide a method in your app for a user to opt out from receiving such messages.” [**Apple, Guideline 4.5.4**](https://developer.apple.com/app-store/review/guidelines/#4.5.4) Sending people to iOS Settings isn’t enough. Put a notification setting in the app that stops marketing messages and saves the choice on your server.
4. 04 ### **Notifications show private details** Health results, balances or message text can appear on a locked screen. Send a short alert, such as “You have a new message”, and show the details after the user opens the app.
Checked against the vendor’s docs on November 9, 2026: [App Store Review Guidelines: 4.5.4](https://developer.apple.com/app-store/review/guidelines/#4.5.4); [Apple: App Review (replying and appeals)](https://developer.apple.com/distribute/app-review/).
## **Rather hand it over?**
Fixed scope, fixed price, paid upfront. The work happens in writing; no call needed.
**Resubmit before Apple’s holiday slowdown**
Pay for the Diagnosis and send the rejection and access to the app by Monday, December 7 (US Eastern). The Diagnosis is back by Thursday, December 10. Pay for the Fix that day and it arrives as a pull request by Thursday, December 17, in time to build and resubmit before December 20.
In past years Apple said reviews may take longer around the holidays: [December 20 to 26 in 2024 (opens in a new tab)](https://developer.apple.com/news/?id=iwvebnw2), [December 22 to 27 in 2023 (opens in a new tab)](https://developer.apple.com/news/?id=uijoypq9), [December 23 to 27 in 2022 (opens in a new tab)](https://developer.apple.com/news/?id=xpkhwg3l). Apple hasn’t posted its 2026 dates yet (checked October 30). Approval stays Apple’s decision.
- [from $450**App Fix Ticket**One reproducible bug in an existing mobile or web app, diagnosed and fixed.**See scope and start**](https://app369.com/fixed-price/flutter-firebase-bug-fix/)
[**All 127 Fiverr reviews**](https://app369.com/reviews/)
Related: [**iOS push aps-environment entitlement**](https://app369.com/fix/ios-push-aps-environment-entitlement/) · [**App Store Guideline 5.1.1**](https://app369.com/fix/app-store-guideline-5-1-1-data-collection/) · [**App Store Guideline 2.1**](https://app369.com/fix/app-store-guideline-2-1-app-completeness/) · [**App Store Guideline 2.5.4**](https://app369.com/fix/app-store-guideline-2-5-4-background-modes/)
Questions
## **More on this rejection**
**Should I reply to App Review or appeal? **+
Reply first. Apple says you can correspond with App Review in App Store Connect to resolve the issues before resubmitting, which is the place for a demo account, a screen recording or an explanation. Appeal to the App Review Board only if you believe App Review misunderstood the app or treated you unfairly. Apple allows one appeal per rejected submission and asks for specific reasons the app complies.
**Is the iOS permission prompt enough consent for marketing pushes? **+
Not under 4.5.4. The guideline asks for consent language in your app’s UI for promotions, plus a way to opt out in the app. A separate marketing toggle covers both.
**Can you fix it for me? **+
Yes, through the App Fix Ticket: you send the rejection message and access to the app, Simon writes a diagnosis of what App Review hit and how to fix it, then fixes the code so you can resubmit. Each step has a fixed price, paid upfront. Approval stays Apple’s decision; the ticket covers the fix.
A different error?
## **Describe it and get a written quote**
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