More than half of Americans have uninstalled an application or failed to download one over privacy concerns, a 2012 Pew Internet & American Life Project survey said. That statistic as well as the increasing use of applications has prompted the Federal Trade Commission to issue guidelines to mobile-app developers that includes "app developers get express consent before accessing such sensitive data as location information, calendar entries, and photos," Verne Kopytoff writes. But industry trade groups offer competing guidelines in an effort to self-regulate. "Marketers will continue to be attentive and vigilant about privacy in general and define stronger policies so that consumers are aware of how their data trail is being used," Mobile Marketing Association CEO Greg Stuart says.

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