Trade groups question Calif. AG's mobile privacy ideas

01/10/2013 | Advertising Age (tiered subscription model)

California Attorney General Kamala Harris has riled advertisers by suggesting voluntary mobile privacy guidelines such as sending out "special notices" every time data is being collected, dropping the use of device-specific identifiers, and considering application downloads and Web browsing history as personally identifiable information subject to privacy regulation. Industry trade groups such as the 4A's, the American Advertising Federation and the Interactive Advertising Bureau are sending a letter expressing concerns that the guidelines would "extend far beyond existing legal requirements under California law" and likely affect the state's economy.

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