MEF, the global trade association for mobile content and commerce, has officially launched its Privacy in Mobile Applications Initiative. It’s aiming to help the mobile industry build consumer trust around mobile applications that collect user data.
The goals of the initiative are to:
Establish best practices and provide practical tools across the mobile value-chain built on the consumer’s informed consent; and
Develop a robust rating system for mobile applications for app stores, market places and consumers.
A Privacy in Mobile Applications Working Group with MEF members including Impact Mobile, InMobi, mBlox, SNR Denton and Vodafone has been created. It’ll work to establish industry-wide practices and tools based on ‘informed consent’.
Andrew Bud, Global Chair of MEF, said “Mobile applications can use consumer data such as user location and address books to create great consumer value, but raise privacy concerns which we must address as an industry. Transparency and informed consent are key to consumer trust, and whilst apps stores can make a great contribution, it’s essential the total mobile value-chain is engaged and empowered. MEF’s Privacy in Mobile Applications Initiative will ensure both a holistic view is taken and practical tools delivered.”
The move follows a roundtable discussion about privacy in mobile applications during Mobile World Congress 2012; you can listen this as a podcast on our website or by downloading the MP3 file.
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