Mobile Marketing Association Issues Proposed Privacy Policy Guidelines For Mobile App Developers

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The collection of information through mobile apps has been the topic of new federal legislation, Congressional hearings, and several class action lawsuits. This week, the Mobile Marketing Association (MMA), the global trade group for the mobile industry, released guidance in the form of an annotated privacy policy for mobile app developers. The MMA is seeking public comment on the guidance until November 18.

The MMA stated that the privacy policy is intended as a starting point and mobile app developers will need to tailor it to their own individual practices. The MMA has not stated whether MMA members must comply with the privacy guidance, or whether the MMA will try to monitor or enforce compliance (as the Direct Marketing Association has done with the online behavioral advertising self-regulatory program).

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