The Mobile Marketing Association has released a new set of guidelines that are meant to help clear up privacy concerns with in-application advertising.

Under the new guidelines, app developers will need to list any privacy concerns inside an app for marketers. In addition to the new policy, companies are recommended to consult a lawyer for any industry-specific data.

?The idea is to provide a guide for apps and include more common-place issues around consumer privacy and the types of data that is used within apps,? said Alan Chapell, co-chair of the privacy and advocacy committee at the MMA, New York.

?It is still an emerging community and area, and they need guidance similar to other mobile areas,? he said.

Mobile privacy
Under the MMA data policy, new standards have been created for apps that use information from social media sites.

In order for an app to gather information about users via their social media profiles, users have to consent that the app can use their information.

Certain pieces of data such as device type, operating system and the type of mobile Web a consumer interacts with can be collected by the app to learn about users.

The new guidelines also addresses location and which types of information an app can access. According to the guidelines, non-precise data, including ZIP code and city, can be accessed by an application. However, exact geo-targets are off limits for marketers and app developers.

The MMA?s new privacy control also brings up automatic data collection and in-app advertising standards.

App developers need to at least keep in mind if the app is ad-supported or not and what types of information is available to advertisers.

Additionally, the new set of rules create a closer relationship between app developers and advertisers by forcing developers to better understand what types of activities advertisers are using in their apps in campaigns.

For example, app developers need to know more specific information about opt-in programs that advertisers may use, such as SMS and email programs, and how consumers can opt-out of the programs if they want.

?Probably, many of the companies affected by privacy concerns tend to be smaller shops and developers that do not have the resources to hire a hot-shot privacy professional,? Mr. Chapell said.

Mobile age
The new guideline also looks at privacy for children.

Under the guidelines, an app?s privacy requirements must meet the same rules as the Children?s Online Privacy Protection Act.

App developers cannot use data to market to children under the age of 13.

The MMA?s new addition to privacy points to the widespread use of mobile advertising and how there are unclear standards between mobile advertisers and developers.

The goal of the new guideline is for app developers and mobile marketers to work closer together.

The addition of the guideline is also proof that location-based marketing has made a solid footprint in the mobile industry, which creates both opportunities for marketers and concerns from consumers about how their information is being used.

?The goal is to be a building block to provide consumers with the essence of their privacy concerns and help them understand what is going on in their mobile device,? Mr. Chapell said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York