September 7th, 2012
FTC Unveils Mobile App Marketing Guide
By James Dohnert
"Marketing Your Mobile App” guidelines focus on adopting the Federal Trade Commission’s truth-in-advertising standards and privacy principles for the new arena of mobile app development.
The 11 rule guidebook, available on the FTC website, encompasses general rules “like tell the truth about what your app can do” and “respect your privacy policies.” Issues that have hit the news cycle in the past year such as protecting kids’ privacy and building privacy considerations early are also overviewed in the six page book of rules.
The guidelines spell out company requirements for dealing with consumer data. However, guiding principles like “collect sensitive consumer information only with consent” and “keep user data secure” may be easier said then done for some companies.
Matthew Palmer, CEO of Marketing Your App, told Clickz the real issues will arise when mobile app developers dig into the details. “With things changing so quickly in mobile marketing, it’s good to have these FTC rules in writing but they seem so general, the devil will be in the details,” he said. Palmer, whose company helps developers promote apps, says the real issues could arise when it comes to companies that want to turn a profit on mobile applications.