At the beginning of September 2015 the Digital Advertising Alliance (‘DAA’) will begin enforcement against businesses that do not comply with DAA principles in relation to mobile privacy.

The DAA enforces self-regulatory guidance in relation to interest-based advertising (“IBA”) and the IBA eco-system is defined to include carriers, apps, ad networks, brands, agencies and publishers.

The Direct Marketing Association in the United States works closely with the DAA and it is hoped that the DAA enforcement regime will engender greater protection for privacy rights of consumers in the mobile space.