App Developers and Mobile Industry Need to Provide 'Transparency, Notice and Choice' in Apps Privacy Policies

MMA Apps Privacy Policy Guidelines Go a Step Further, Defining Higher Mission for Apps Developers

Statement of Mobile Marketing Association CEO Greg Stuart in Response to CA Attorney General's Agreement with App Industry Leaders

Feb 23, 2012, 14:16 ET from Mobile Marketing Association

NEW YORK, Feb. 23, 2012 /PRNewswire/ -- Greg Stuart, CEO of the Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today issued the following statement in response to the California Attorney General's agreement with the six leading mobile application platforms – Amazon, Apple, Google, Hewlett-Packard, Microsoft, and RIM.  Those parties agreed yesterday to a statement of principles to foster innovation in privacy protection, promote transparency in privacy practices, and facilitate compliance with privacy laws in the mobile arena.


"Privacy policies are a key consumer disclosure tool for app developers and important to establishing and maintaining consumer trust.  The California AG's agreement with app industry leaders signals a sea change in how the industry will view  - and incorporate – privacy policies," said Stuart.

"That said, the industry needs to do better.  Our recently released MMA Apps Privacy Framework goes a step further than point one of the CA Attorney General's agreement," Stuart continued.  "We define a higher standard, not only calling for compliance with local regulations, but we also call on developers to adopt a real active commitment to protecting consumers' privacy with practices that foster industry growth while ensuring the trust of consumers."

"There are now billions of apps downloaded per year; nearly 600,000 individual apps are available via the Apple App Store and more than 400,000 are available for Android devices," concluded the MMA's Stuart. "It's critically important that we get this right; consumer trust – which we saw with the Internet – can be lost if the industry doesn't deal with the bad stuff decisively.  In getting apps privacy right – developers and app stores set the foundation for the right way do business with customers – creating policies that give 'Transparency, Notice and Choice'."

On January 25 of this year, the MMA published its finalized MMA Mobile Application Privacy Policy Framework, the first guidelines document of its kind that addresses the core privacy issues and data processes of many mobile applications.  The guidelines provide developers and the entire industry with:

  • Annotated guidance on core privacy principles and consumer-friendly language for developers to consider using.
  • Ways to inform users on how data is obtained and used
  • Guidance on security and confidentiality of information

The MMA Mobile Application Privacy Policy was created by the MMA Privacy & Advocacy Committee – led by committee co-chair Alan Chapell, President of Chapell & Associates – in response to the massive upsurge in mobile app popularity among smartphone users and mobile marketers.  Visit MMA Mobile Application Privacy Policy Framework to view the final guidelines.  You'll be asked to fill out a form to access the policy. 

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit For information relating to the MMA's Mobile Marketing Forum series, please visit

John Bianchi
Communications Director - Mobile Marketing Association
Mobile: 917 693 4290
Email: | Skype: john.bianchi63

Valerie Christopherson/Evan Tamura
Global Results Comm. (GRC)
+1 949 608 0276

SOURCE Mobile Marketing Association