Mobile advertising revenues worldwide reportedly grew 83% in 2012 to $8.9 Billion. See http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-070913. Notwithstanding its growth, the mobile ad industry has been slower than the Internet ad industry to adopt self-regulation, at least until now. After years of working with the mobile industry, the leading self-regulator of online behavioral advertising, the Digital Advertising Alliance (DAA), this week announced expansion of its behavioral advertising self-regulatory scheme to include mobile. The full mobile guidance is here: http://www.aboutads.info/DAA_Mobile_Guidance.pdf This guidance provides a self-regulatory framework for advertisers, agencies, media, and technology companies on how to provide consumers the ability to see and exercise control over the use of cross-app, personal directory, and precise location data in mobile apps. The guidance applies the DAA’s existing monitoring and enforcement programs, run by the Council of Better Business Bureaus and the Direct Marketing Association. The program is likely to be seen as inadequate by some consumer privacy advocates. Indeed, the World Web Web Consortium working group on Do Not Track recently rejected the DAA’s proposals, leading that broad multi-stakeholder behavioral advertising self-regulation effort to fall apart. Congress may yet step in to fill the void and settle the dispute. In the meantime, advertisers, publishers, ad servers and others in the online and mobile ad ecosystem should be following the DAA rules.