DAA: Mobile Privacy Enforcement Begins Sept. 1
The Council of Better Business Bureaus and the Direct Marketing Association will extend their ongoing independent oversight of Digital Advertising Alliance principles on browsers to the mobile space beginning Sept. 1, the DAA said in a Thursday news release. DAA…
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Mobile Guidance includes new guidance specific to mobile such as cross-app data, precise location data and personal directory data, the DAA said. Companies that collect and use data across sites or apps for interest-based advertising, including carriers, apps, ad networks, brands, agencies and publishers, will be required to demonstrate compliance, DAA said. DAA principles “provide consumers with enhanced notice and choice about such data collection and use,” DAA said. “By extending our accountability program into the mobile application space and creating new web- and app-based tools, we have created a robust and enforceable industry-wide regime that covers existing and emerging technologies in the evolving multi-screen world,” DAA Executive Director Lou Mastria said. “As consumers increasingly rely on their mobile devices for information, purchases, and entertainment, it is crucial that they have confidence that companies will provide them with the same level of transparency and choice in the mobile space that they enjoy on their desktops,” Council of Better Business Bureaus CEO Mary Power said. “The DAA Principles encourage innovation while assuring consumers that they have controls and safeguards over their privacy,” said DAA General Counsel Stu Ingis.