Facebook is again pushing back on new Apple privacy rules for its mobile devices, this time saying in full page newspaper ads that the social media giant is standing up for small businesses.

In ads that ran in The New York Times, The Wall Street Journal and other national newspapers Wednesday, Facebook said Apple’s new rules “limit businesses’ ability to run personalized ads and reach their customers effectively.”

“While limiting how personalized ads can be used does impact larger companies like us, these changes will be devastating to small businesses adding to the many challenges they face right now,” the ad states.

Apple brushed aside Facebook’s attacks, saying that it isn’t preventing people from being tracked if they so desire. The main change is that people will have to grant their permission before Facebook and other apps will be able to monitor their online activities.

“We believe that this is a simple matter of standing up for our users,” Apple said. “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.”