A set of recommendations on app privacy put forwards by the California Attorney General have been “welcomed” by the GSMA.

The Privacy on the Go guidance was published by Kamala Harris last week, and is intended to encourage developers and other mobile organisations to consider privacy when embarking on the design of apps.

Tom Phillips, chief government and regulatory affairs officer for the GSMA, said the organisation welcomes the recommendations, which incorporate its Mobile Privacy Principles and App Privacy Guidelines.

“Privacy on the Go reinforces our common campaign for the need for more transparency around data practices and increased user control, as well as greater accountability of all mobile industry players around the important issue of consumer privacy,” Phillips said.

Recommendations for app developers include reviewing personally identifiable data the app could collect and using this to develop privacy practices; avoiding or limiting the collection of personally identifiable data not needed for the app’s basic functionality; developing a clear and accurate policy that is “conspicuously identifiable” to users; and drawing users’ attention to data practices that may be unexpected.

App platform providers should use their platform to educate users about mobile privacy and make app privacy policies accessible for users to review before downloading apps.

Mobile ad networks are recommended to have a privacy policy in place and provide it to app developers who deliver ads though the network. They should also avoid “out-of-app ads” that are delivered by modifying browser settings or placing icons on the desktop, and move away from the use of interchangeable device-specific identifiers and move to app-specific or temporary device identifiers.

OS developers should develop global privacy settings allowing users to control the data and device features accessible to apps, while operators should use their relationship with customers to educate them about mobile privacy.

The recommendations were reached after consulting stakeholders including mobile operators, device manufacturers, OS developers, app developers, app platform providers, mobile ad networks, academics, privacy advocates and security experts.