Educates consumers on mobile app privacy, questions need for mobile do-not-track.
The Federal Trade Commission is intensifying its focus on mobile privacy. Today, the agency published tips for consumers to protect their privacy when using mobile apps, and recently, FTC Commissioner Julie Brill suggested that do-not-track should apply to mobile platforms.
"It's not always easy to know what data a specific app will access, or how it will be used," states the "Understanding Mobile Apps" feature just added to the OnGuardOnline.gov site maintained by the FTC. The resource explains that applications can "access phone and email contacts, call logs, internet data, calendar data, data about the device's location, the device's unique IDs, and information about how you use the app itself," sometimes when the data is not related to the app's purpose.
"If you're providing information when you're using the device, someone may be collecting it - whether it's the app developer, the app store, an advertiser or an ad network. And if they're collecting your data, they may share it with other companies," it continues.
"We're working to integrate mobile into all of our programs and initiatives," said Patti Poss, who heads up the mobile team for the Bureau of Consumer Protection.
Brill spoke yesterday regarding do-not-track and mobile privacy at the Center for American Progress, suggesting that there should be a do-not-track mechanism for mobile. In the version of her keynote featured on the FTC website, she stated, "Consumers should not be expected to make tracking choices on a company-by-company basis. This raises the issue, also flagged by staff in our report, of whether do-not-track should be extended to the mobile environment. With so much information about consumers exchanged in that space, I believe the answer is yes."
The Understanding Mobile Apps resource also warns consumers, "Even if you turn off location services in your phone's settings, it may not be possible to completely stop it from broadcasting location data."
Publishing the mobile app resource doesn't necessitate that "developers will automatically start incorporating privacy by design in mobile apps, but we probably can influence how apps are created," through trade associations, mobile service providers, and other entities, said Nat Wood, the FTC's assistant director in the Bureau of Consumer Protection.
Wood and Poss spoke with ClickZ News after attending a mobile geo-location workshop held by the Federal Communications Commission.
During a Senate Commerce Committee hearing on online privacy in March, FTC chairman Jon Leibowitz said the FTC had "multiple investigations going on" that involve companies providing "inadequate" notice of mobile data collection and buried privacy policies.
In her keynote, Brill also reiterated a sentiment other FTC commissioners have expressed, alluding to the self-regulatory program established by a coalition of advertising trade groups. "Do-not-track must do more than just prevent the consumer from receiving targeted advertising: it must provide the consumer with an opportunity to stop the collection of information about her online behavior."
Brill also discussed mobile privacy for children. She mentioned that the FTC-enforced Children's Online Privacy Protection Act covers "interactive mobile applications, games, and social networking services. However, she added the agency is looking closely at "whether certain mobile communications, such as text messages, are online services that come under the rule."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT