iPhone and iPad users may soon be receiving advertising via push notifications, according to Apple’s latest App Store review guidelines.

First reported by AppleInsider, the new guidelines will allow developers to push advertisements using push notifications, as long as the user has opted to allow it. The move comes as Apple is facing increasing scrutiny over what is perceived as an unfair advantage its own apps have over third-party developers.

Previously, third-party apps could be banned for pushing ads via notifications, but some of Apple’s own push notifications blur the line between information and advertising. As The Verge points out, there were also ambiguous cases, such as whether a retailer can push a notification to inform an existing user about an upcoming sale.

Opening the door to push notification ads at least provides a way for everyone to be on a level playing field, and ensures that the practice is fairly regulated. It will open up new avenues of communication between developers and customers, and help Apple answer critics regarding how it manages the App Store. Overall, it will likely end up being a win-win for everyone involved.