The policy prods mobile application developers to clearly explain how user information is collected, used and retained, and what third parties have access to information obtained by mobile apps. For example, the policy spells out the difference in how information is obtained, such as what information is user provided and what information is automatically collected. In addition, the policy covers whether the application collects the precise real time location information of the devise, such as for check-in services. Mobile application developers are encouraged to disclose whether third parties see or have access to information obtained by the application, and how automatically collected data is used for ad targeting. Finally, the policy addresses opt out rights, data retention, rights of children, and security procedures.
Members of the marketing industry are encouraged to read the proposed policy and submit comments on the MMA website through November 18, 2011.