On July 24, the Digital Advertising Alliance (DAA), a coalition of the leading advertising and marketing industry associations and companies that advocate for a self-regulatory approach to online privacy, released new guidelines for consumer privacy in the mobile environment.  The guidelines outline how advertisers, agencies, media, and technology companies can provide consumers the ability to see and exercise control over the use of cross-app, personal directory, and precise location data in mobile apps.

According to a DAA press release, these enforceable guidelines reflect the reality that companies and brands engage with their customers on a variety of platforms, including mobile.  It also explains how DAA’s program applies consistently across channels to certain data practices that may occur on mobile or other devices.

Venable attorneys Stuart P. Ingis, Michael A. Signorelli, and Julia Kernochan Tama served as counsel to DAA in the drafting of the guidelines.

Click here to read DAA’s press release.

Click here to read a full copy of DAA’s Mobile Guidance document.