[varenc]

To disable: Settings > Privacy > Advertising > Limit Ad Tracking

You can also disable Location-Based Ads: Settings > Privacy > Location Services > System Services (at the bottom) > Location-Based Apple Ads

Apple's ad tracking help doc: https://support.apple.com/en-us/HT205223 (Apparently they derive your gender based on your first name or the salutation on your iTunes account)

[pault]

I just looked at the location tracking preferences and the default setting for Google maps is "always", as in "whenever your phone is on". O_o

[saagarjha]

That's what you must have selected when you installed the app.

[yoz-y]

The phone will periodically ask you if you want to keep this setting.

[DagAgren]

As of iOS 13, specifically.

[keyle]

Thanks, I was shocked that it wasn't mentioned in the Mozilla post.

[tuxone]

It is, at the very end of the article.

[jorvi]

Remember to check that setting after each update, it often gets disabled after an update. I've pointed this out to Apple multiple times and its often fixed for a few releases until their fix regresses and the bug returns.

[maram]

Why is it limit only? Why cannot I turn it off entirely? And why does it take 6 clicks of separation go get to these settings?