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MMA Calls for Smartphone Privacy Guidelines

ONLINE PRIVACY—U.S.

December 21, 2010

Following media reports about smartphone apps sharing user data, the Mobile Marketing Association (MMA), which represents smartphone advertisers and publishers, is calling for guidelines to better protect users from "intrusive tracking technologies." The Wall Street Journal reports on the MMA announcement that it will begin work on a "comprehensive set of mobile privacy guidelines...to create consistency so marketers know how to act and consumers know what to expect." MMA Global CEO Greg Stuart said the initiative demonstrates the "ongoing commitment to the importance of consumer transparency with regards to privacy issues and data collection." The MMA hopes to address such mobile phone marketing as text messages, e-mail and voice calls, the report states, as well as mobile Web sites and apps. MMA Privacy Committee Co-Chairman Alan Chapell, CIPP, told the Daily Dashboard, "We're optimistic that this initiative will attract a wide variety of stakeholders so that we can address these important issues in a meaningful way."(Registration may be required to access this story.)
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