US DAA provides guidance for consumer privacy controls in the mobile environment

US DAA provides guidance for consumer privacy controls in the mobile environment

The US Digital Advertising Alliance (DAA) has published, on 24 July 2013, new guidance on how existing self-regulatory guidelines for targeted advertising may apply to the mobile environment, including cross-application, precise location, and personal contact directory data.

Building on the existing self-regulatory principles in the US, administered by the DAA, this guidance is the result of a cross-industry effort developed by leading US media and marketing associations, and ensures that the core principles of greater transparency and consumer control are effective in the mobile space.

Nick Stringer, Chairman of the EDAA, highlights that the recent US guidance also has significant wider implications:

1. It opens the door for improved global consistency, helping to overcome the current fragmentation of mobile privacy regulation. This will benefit mobile users as well as businesses.

2. The application of the US DAA principles to mobile shows the adaptability of the existing self-regulatory framework to new technologies, platforms and business models.

How is this relevant in Europe?

EDAA is committed to ensuring greater transparency and control of mobile advertising privacy for European consumers. EDAA, within the context of an “OBA Steering Group” involving key stakeholders across Europe (including national Interactive Advertising Bureaus and Self-Regulatory Organisations) will explore how similar mobile guidelines, building on the existing EU Self-Regulatory Programme on OBA, may apply across all EU and EEA markets to ensure a high level of European – and global – consistency for consumers and businesses.

The message is clear: this is good news for consumers and business alike, demonstrating that effective self-regulation can provide a seamless privacy experience across borders and technologies.