The guidelines address key issues including annotated guidance on core privacy principles and consumer-friendly language for developers to consider using, ways to inform users on how data is obtained and used, and guidance on security and confidentiality of information.
The MMA urges app developers to consult with their legal counsel when adapting these guidelines for their purposes.
There are now billions of apps downloaded per year; as of June 2011, over 425,000 individual apps were available via the Apple App Store and more than 200,000 were available for Android devices.
Members of the mobile marketing industry—marketers, app developers, media companies, advertising agencies, technology enablers and others—are encouraged to read the proposed guidelines and submit comments. Access the guidelines here: www.mmaglobal.com/MMA_Mobile_Application_Privacy_Policy_18Oct2011.pdf.