MMA Releases Final Privacy Policy Guidelines for Mobile Apps

The way companies collect information through mobile apps has been the focus of several FTC actions, Congressional hearings, proposed legislation, and at least a dozen class action lawsuits. In response to the confusion over how app developers should deal with privacy issues, the Mobile Marketing Association recently released its Final Privacy Policy Guidelines for Mobile Apps.

The proposed policy addresses several key areas, including: (a) what information is collected, and how it’s used; (b) whether the app collects location-based information; (c) whether third parties have access to any information; (d) whether consumers can opt-out of information collection or sharing; (e) how long information is retained; and (f) how that information is safeguarded. The MMA notes that additional provisions will be required if an app is directed to children under 13.

The MMA states that the guidance is intended to provide a starting point for companies that develop apps, but that it should not be considered an ending point. For more helpful advice, read about 5 Privacy Tips for Location-Based Services.