The Digital Advertising Alliance's ("DAA") mobile privacy code will be enforced commencing 1 September 2015. The code requires ad networks, app developers and other member of the mobile industry to notify consumers about cross-app advertising, and allow the consumers to opt out of receiving targeted ads on their mobile devices. 

The code, which was published in 2013 under the name "Application of Self-Regulatory Principles to the Mobile Environment", did not refer to a specific deadline (regarding the above) which must be met, and  it is only now that the DAA has stated that the self-regulatory based code will begin to be enforced in September.  

In order to assist companies to comply with its code, the DAA had submitted a new mobile app,enabling consumers to opt out of ads origins in cross-app advertising. The app, which will soon be available for download, can be recommended by the industry members in order to comply with the code.