Updated Terms of Service for Apple Search Ads are coming into effect August 8, 2023.
According to AppleInsider, this text is added:
You further acknowledge and agree that Apple may use information about Your use of the Services and Your interactions with Apple in connection with the Services, including Advertiser Data and Business User Data, for the purpose of providing, evaluating, modifying, or improving the Services and for communicating about the Services. You further acknowledge and agree that Apple may have a duty to publish or disclose information concerning Your use of the Services, Your Ad Content, or Your Campaigns (including Apple's decision not to display Your Ad Content or Campaigns, or to suspend, terminate or limit display of Your Ad Content or Campaigns), and Apple has no liability to You in connection with any publication or disclosure that Apple considers in good faith to be required pursuant to that duty.Apple Advertising Service Terms of Service
Other updates need to be checked for appropriate use of App Store ads.
Apple Search Ads: Apple Advertising Services Terms of Service (updated)