We know privacy is important to consumers. Richard Qiu, VP of business development for mobile at TRUSTe, spoke at the IAB UKs Introduction to Privacy in central London, outlining their findings from a study conducted with Harris Interactive in June. “94 per cent of people are worried about privacy online,” he said. Their concerns range from how long will you keep the information for? to will you give it back if we ask?

Of the 100 top UK websites, TRUSTe found that just 6 per cent have a mobile privacy policy – often ported from directly from online. The average privacy policy is 2229 words. Thats more than twice as long as a typical Queens speech.

With plenty of privacy legislation on the horizon, dictated more by the US and EU elections than one might have thought, the IAB’s Marta Costas urged advertisers to get behind self-regulation before governments come in and decide for the industry.

The US Privacy Bill of Rights, dubbed the ‘digital constitution’ is likely to be delayed, perhaps until Obama or Romney takes his seat in the oval office. Others, including the Mobile Device Privacy Act, are also unlikely to be passed in the current term. These are all issues that will be discussed and decided on by the EU, which holds its elections in 2014. 2013 is seen by many in the industry as the year to get this right.

The IAB conducted a survey among its mobile members and found that 93 per cent believe global consistency is key to moving forwards on privacy. 66 per cent believe that failure to act will have a significant impact on innovation in the UK in the next three years. Non-action is also perceived as a key barrier to growth. 

Until recently, separate interests have taken self-regulation in one direction or another – the regulation process as fragmented as the industry itself – but a broad coalition, including the US and UK IAB will come together within the Digital Advertising Alliance, with input from different sectors and industries, to produce guidelines.

Top tips

The panel for the evening was chaired by Nick Stringer, director of regulatory affairs at the IAB. Richard Qiu spoke along with Hamish Mac Leod from the Mobile Broadband Group, David J Evans, group manager at the Information Commissioners Office, Chris Davies, general counsel EMEA at InMobi and Iain Stansfield, partner at Olswang law firm.

They were asked to give their killer tips on privacy. Richard told the audience: “Take privacy seriously. Do things right the first time, otherwise it will be a lot more work. Privacy by design.”

Hamish Mac Leod mentioned self-regulation: “Recently, weve seen the most extreme series of chickens coming home to roost, MPS expenses, phone hacking. Don’t let ourselves be blinded by commercial opportunity. We need rules that will build a sustainable industry.”

Dave Evans spoke on his role as a regulator: “If there are issues with proposed regulation, you need to make sure that people hear those voices. People need to be aware that politicians and legislators listen. All sorts of things that may or may not change. We’re working to make sure it suits what we want and suits all our stakeholders.”

To those in the industry who request peoples data, he said: “Have a specific and clear purpose, stick to it and tell people what it is. We actually want to start giving advice to app developers as well, so get in touch.”

Chris Davies said at InMobi they believe in: “Clarity, transparency and openness. Brands should ask the questions – what’s your policy, who do you use, is there an opt-out?”

Iain Stansfield said: “Tell people what data you want and only do that. If something feels wrong then there’s a good chance it is.”

There was a final word from Jon Mew, head of mobile at the IAB. “Mobile advertising will only work if we’ve got the trust of consumers. There are still lots of questions and a long way to go.”