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In a June 5, 2013 article, TR Daily quoted Venable of counsel Michael Signorelli and associate Julia Tama on new regulatory guidelines for mobile advertising. Signorelli was also quoted in Computer World on June 5. The Digital Advertising Alliance (DAA) – a self-regulating coalition of advertising and marketing associations – is expected to unveil the new guidelines soon.

Signorelli, speaking at the DAA’s first annual summit said that in the “coming weeks” the group will “be releasing its guidance to the marketplace on mobile advertising self-regulatory principles,” according to TR Daily. He added that the mobile advertising principles are in the “final round of feedback now.”

Signorelli, who is counsel to the DAA, also explained that the Federal Trade Commission and other regulators have “been very helpful in guiding us” through drafting the principles – a process which the DAA began in 2011. Additionally, Signorelli said that the mobile advertising principles go further than promoting transparency and control for consumers, but also attempt to deal with different screen sizes of mobile devices, a “cookie-less environment,” and address applications and location data, as well as other issues.

Tama, who presented alongside Signorelli at the summit, said the mobile principles will be technology-neutral, and will “maintain consistency” with the DAA’s existing principles for online advertising. She said the mobile principles will cover: cross-application data collection, including “enhanced notice” by third party providers; location data issues including allowing the use of existing permission models and device tools; and personal directory data including authorization principles. Tama explained that an implementation period of unspecified length will follow the issuance of the mobile advertising principles, providing time for “folks to come into compliance.” An effective date will follow the implementation period, she said.

According to Computer World, Signorelli said that in the midst of U.S. lawmakers and privacy advocates putting mobile privacy standards under heavy scrutiny, the DAA is working toward guidelines that will address consumer choice related to targeted ads on mobile devices, including ads that appear in mobile apps. Moreover, the guidelines will have firmer standards governing the use of smartphone users’ geolocation data than for some other personal data. The guidelines will also include “heightened safeguards” for real-time location data, said Signorelli. He concluded, saying that the DAA’s goal is to issue general guidelines about giving consumers choice about tracking and targeted advertising, and give companies the opportunity to determine how to enact those guidelines.