Mobile Marketing Association Releases Final Privacy Policy Guidelines for Mobile Apps
Written by MMA
Wednesday, 25 January 2012
New York, NY (January 25, 2012) —
The Mobile Marketing Association (MMA), the leading global trade
association for the mobile industry, today announced the release of its
finalized MMA Mobile Application Privacy Policy, the first guidelines
document of its kind that addresses the core privacy issues and data
processes of many mobile applications. The completed guidelines
incorporate industry input received during a public comment period,
October 17-November 18, 2011.
“Mobile app developers asked for clear, transparent policy language
that consumers can quickly and fully understand,” says MMA Global CEO
Greg Stuart. “Today’s release, the first in a series of privacy policy
guidelines that the MMA is creating with input from industry leaders,
gives the app development community the meaningful support they need.”
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
Guidance on security and confidentiality of information
“Privacy policies are a key consumer disclosure tool for app
developers and important to establishing and maintaining consumer
trust,” said Alan Chapell, Co-chair of the MMA Privacy & Advocacy
Committee. “Our guidelines offer developers the foundation from which
to craft a document that reflects the privacy practices of each of
their apps and helps them stay in compliance with applicable law and
industry standards. We urge app developers to consult with their legal
counsel when adapting these guidelines for their purposes.”
The MMA Mobile Application Privacy Policy was created by the MMA Privacy & Advocacy Committee – co-chaired
by Alan Chapell, President of Chapell & Associates, and Fran Maier,
President of TRUSTe – in response to the massive upsurge in mobile app
popularity among smartphone users and mobile marketers. 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.
The Mobile Marketing Association (MMA) is the premier global
non-profit trade association established to lead the growth of mobile
marketing and its associated technologies. The MMA is an
action-oriented organization designed to clear obstacles to market
development, establish mobile media guidelines and best practices for
sustainable growth, and evangelize the use of the mobile channel. The
more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Association’s global headquarters are located in the
United States and it has regional chapters including North America
(NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC)
branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
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