4.5.4 Push Notifications must not be required for the app to function, and should not be used to send sensitive personal or confidential information. Push Notifications should not be used for promotions or direct marketing purposes unless customers have explicitly opted in to receive them via consent language displayed in your app’s UI, and you provide a method in your app for a user to opt out from receiving such messages. Abuse of these services may result in revocation of your privileges. This should answer your question.... Push notifications may be used for promotions or direct marketing purposes, provided that your app provides a UI affordance to ask for user consent to opt-in for such promotions & your app provides functionality to the user with the ability to opt-out as well.