Mobile content and commerce community MEF has launched a free online tool to help developers follow best practice when dealing with personal information from consumers.

It’s called AppPrivacy and will generate a customised privacy policy after a developer has answered some basic questions about their mobile app.

Just 37% of consumers are comfortable sharing personal data with an app, according to a new survey. The MEF Global Privacy Report 2013, which was carried out in partnership with On Device Research, asked 9,500 people from ten countries about the use of personal information by mobile app providers.

However, most consumers believe that security around data is robust; only 18% said they weren’t confident that their personal information was being protected.

MEF, the international trade association for companies that want to make money from mobile products and services, has restructured its leadership team.

It’s created a new role of CEO, which has been filled by former MEF Executive Director Rimma Perelmuter, and has appointed Joanne Lacey to the position of Chief Operating Officer.

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.

During Mobile World Congress 2012, TheFonecast.com was invited to record a roundtable on Privacy in Mobile Applications. This event was hosted by MEF, the global community for mobile content and commerce, and was supported by SNR Denton.

Our recording is now online at TheFonecast.com and on the MEF blog.