Apple Maps has begun showing paid advertisements, with businesses able to buy prominent placement in search-related results. The change brings Apple’s mapping service closer to Google Maps’ established advertising model and may affect which local businesses users see first.

The ads are appearing as the first entry in the “suggested places” section and may also appear at the top of search results. They are labelled with a blue “ad” icon, and the rollout is expected to reach more users in the US and Canada over the coming weeks. Apple says ad targeting may use approximate location, search terms and map view, but that advertising activity is not linked to Apple Accounts and personal data remains on users’ devices.