The Digital Advertising Alliance (“DAA”) announced that its Mobile Guidance would begin to be actively enforced beginning on September 1, 2015. The announcement, made on May 7, stated the Mobile Guidance requirements regarding mobile cross-app, precise location, and personal directory data would be enforced by the Council of Better Business Bureaus (“CBBB”) and the Direct Marketing Association (“DMA”) against companies that collect such data for interest-based advertising after September 1. This means that companies subject to the Mobile Guidance should review their compliance status prior to the enforcement date.

The DAA released the Mobile Guidance in 2013 to inform companies how the DAA’s Self-Regulatory Principles apply to the mobile environment. The Mobile Guidance applies the existing DAA principles of transparency and control to the collection, use, and sharing of covered data for certain purposes. To that end, DAA also released two new consumer choice tools for the mobile environment in February to facilitate compliance with the Mobile Guidance.