Mobile Marketing Association Releases Final Privacy Policy Guidelines For Mobile Apps

Guidelines addresses the core privacy issues and data processes of many mobile applications

January 26, 2012

2 Min Read


NEW YORK, Jan. 25, 2012 /PRNewswire/ -- 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.

Visit MMA Mobile Application Privacy Policy Framework to view the final guidelines.

About the Mobile Marketing Association (MMA) 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 50 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 For information relating to the MMA's Mobile Marketing Forum series, please visit

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