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MMA, a global mobile marketing trade association, announced in December 2010 that it intended to develop mobile privacy principles.
MMA's Privacy and Advocacy Committee created the guidelines in response to the rapid increase in the popularity of mobile applications. According to MMA, many organizations participated in the drafting of the framework, including AT&T Adworks, Microsoft, Sprint-Nextel, and Verizon Wireless.
The public comment period on the draft framework closes Nov. 18.
However, given the range of privacy issues and data processes of mobile applications, companies should only use the policy as a starting point and should tailor it to their own needs and jurisdictional requirements, MMA said.
The major areas covered by the proposed policy language include:
Notably, the guidelines suggest that developers provide opt-out mechanisms, such as opting out of all information collection, opting out of information collection for third-party advertisers, and opting out of the collection of location data. They also encourage developers to determine if the advertising networks or third parties they are working with offer an opt-out.
The framework additionally directs developers to obtain a user's prior consent before collecting information from and/or for social media websites.
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