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App privacy initiative launched by MEF

MEF, the mobile content and commerce community, has launched a privacy in mobile applications initiative in a bid to build consumer trust when interacting with mobile apps that handle personal data.

The initiative aims to create a standardised framework from which developers can communicate privacy policy choices as well as establishing best practice and introducing a rating system.

A Privacy in Mobile Applications working group will oversee the implementation of these strands, whose members include Impact Mobile, InMobi, mBlox, SNR Denton and Vodafone.

MEF Global Chair, Andrew Bud 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."

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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