The Guidelines follow the traditional notice sections of most web policies, including information collected by the developer and by advertisers, how the information is used and whether it is shared. The Guidelines also suggest language for certain disclosures that are unique to the mobile world, such as whether precise location data is collected. However, the Guidelines do not take a position on certain core privacy issue (e.g. there is no position taken that all applications must offer certain opt-out choices or must obtain consent for certain practices); rather, the Guidelines are limited to optional language if certain practices are applicable.
The Guidelines are also fairly long and thus the question remains: how do developers provide this key notice to consumers in a prominent and consumer-friendly fashion on the small screen of a mobile device? That is an issue that will need to be more fully worked out as technology and privacy practices develop in the mobile world.
For more information on the Guidelines, visit www.mmaglobal.com.