The new guidelines lay out core privacy principles, suggest consumer-friendly language developers can use to craft their own policies—including ways to inform consumers what data might be collected about them and how that data might be used and shared—and opt-in and opt-out mechanisms.
MMA's self-regulatory push is similar to a previous one from the interactive online ad industry, which has been busy rolling out its own privacy program.
With mobile marketing on track to top $1.1 billion this year and $1.5 billion next year, according to eMarketer, it was only a matter of time before Capitol Hill began scrutinizing mobile privacy issues. This year both the Senate Commerce Committee  and the Senate Judiciary Subcommittee on Privacy, Technology, and the Law have held hearings  about mobile location data and mobile applications.
"By creating guidelines that foster better practices and build a better consumer experience, industry members can show themselves to be good corporate citizens who don't need restrictive regulation to do business," said Greg Stuart, the global CEO of the MMA, in an email to Adweek.
Stuart is hopeful members will follow the guidelines. "This is an industry looking for guidelines and best practices, but those who aren't straightforward with their customers are likely to feel the repercussions at their bottom lines with consumer dissatisfaction," he said.