Trade association the Mobile Marketing Association (MMA) has released the final version of its Mobile Application Privacy Policy, designed to address privacy issues and data processes in mobile apps.

The final guidelines were reached following a consultation period running from 17 October to 18 November last year. MMA global CEO Greg Stuart said developers had asked for “clear, transparent policy language that consumers can quickly and fully understand.”

"Today's release, the first in a series of privacy policy guidelines that the MMA is creating with input from industry leaders, gives the app development community the meaningful support they need," added Stuart.

The MMA guidelines provide advice on how to develop core privacy principles with consumer-friendly language, how to inform users about how data is obtained and used, and how to ensure security and confidentiality of information.

"Privacy policies are a key consumer disclosure tool for app developers and important to establishing and maintaining consumer trust," said co-chair of the MMA Privacy & Advocacy Committee Alan Chapell.

A survey commissioned by the GSMA revealed in September that 89 percent of app users polled think it is important to know when personal information is being shared by an app.