MEF has launched its Privacy in Mobile Applications initiative at its inaugural Privacy Summit in Washington DC. The aim of the initiative it to help the global mobile industry build consumer trust when interacting with mobile apps that collect user data.

The initiative aims to create a standardised framework for developers to define and communicate mobile app privacy policy choices; establish best practices and provide practical tools across the mobile value chain built on the consumer’s informed consent; and to develop a robust rating system for mobile applications for app stores, market places and consumers.

The initiative has been formalised by the creation of the Privacy in Mobile Applications Working Group, representing stakeholders from across the value chain to actively champion the groups’ objectives throughout the mobile ecosystem. Initial founding members of the initiative include Impact Mobile, InMobi, mBlox, SNR Denton and Vodafone, with additional members to be announced.

With privacy and security identified as a concern by 27 per cent of the respondents in MEF’s Global Consumer Survey late last year, the Privacy in Mobile Applications group will leverage MEF’s global footprint and diverse member base to establish industry-wide practices and tools for the app ecosystem based on informed consent tackling privacy issues head-on to ensure market accountability and sustained consumer trust.