November 02, 2011 09:00 ET

TRUSTe Extends Leadership Role in Mobile Privacy With Introduction of Free Privacy Policies for Mobile Applications

With 77 Percent of Mobile Applications Lacking Privacy Policies, TRUSTe Fills Huge Market Gap With Free Privacy Policies Optimized for Mobile Devices

SANTA CLARA, CA--(Marketwire - Nov 2, 2011) - Today, at the Sprint Open Solutions Conference, TRUSTe, the leading online privacy solutions provider, announced that it will provide free mobile privacy policies to mobile application developers and publishers, giving them a clear way to communicate privacy practices with mobile users; demonstrate careful handling of users' location and personal data; and provide users with the choice to share or keep private that data from third parties. With 77 percent of mobile applications currently lacking privacy policies, TRUSTe fills a huge market gap with this easy, effective, and affordable solution.

"Mobile privacy practices are under scrutiny, but only a fraction of mobile apps have privacy policies," said Chris Babel, CEO for TRUSTe. "Consumers are especially sensitive about tracking on mobile devices and want more transparency and control about how their personal and behavioral information is being used. With our free service, app developers and publishers can generate a mobile privacy policy on-demand, filling a huge market need and complementing TRUSTe's enterprise Mobile Privacy Solutions -- already in use at companies such as Yelp and Intercontinental Hotel Group."

"Positive contributions to the privacy effort should be recognized and applauded, and we thank TRUSTe for their diligence and innovation in the critically important area of mobile marketing," said Michael Becker, North America Managing Director for the Mobile Marketing Association, the leading global trade association for the mobile industry. "Good privacy practices benefit us all by encouraging consumer adoption of emerging and innovative mobile solutions and technologies."

TRUSTe is an industry leader in application privacy development, and was instrumental in creating the Mobile Marketing Association's Apps Privacy Policy, which was released for public comment last month.

About TRUSTe's Free Mobile Privacy Policy
TRUSTe's free mobile privacy policy follows TRUSTe's introduction of the industry's first mobile privacy solution last year. Developers access an online service to instantaneously create their policy. The service leverages technology used in TRUSTe's full-featured mobile privacy solution, giving all application developers access to the following features and capabilities:

  • Fast and easy set up, allowing application developers to have a privacy policy up and running in just minutes
  • Intuitive point-and-click user interface
  • Layered short privacy notice optimized for display on mobile devices and designed to enhance transparency and readability

To create a privacy policy, developers only need to answer a series of questions about their application's handling of personal data, and TRUSTe's mobile privacy policy service will optimize the output for viewing on a mobile device. The free privacy policy service will be available in late November at

For businesses that require a more robust privacy solution, TRUSTe's mobile certification and monitoring program includes: enterprise-level customization, policy certification, dispute management and use of the TRUSTe Certified Privacy Seal on mobile sites and applications. For more information about TRUSTe's full suite of mobile privacy solutions, click here.

TRUSTe to Speak at Sprint Open Solutions Conference
You can hear TRUSTe speak more about mobile privacy -- including current regulation, consumer concerns and managing application privacy -- on a panel entitled "Privacy Management: Tools for Developers" being held on Thursday, November 3, 2011 from 3:30 to 4:20 p.m. at the Sprint Open Solutions Conference. Or stop by the TRUSTe Booth #29.

Privacy -- the Key to the Mobile Ecosystem
According to TRUSTe's 2011 Mobile Privacy Survey conducted by Harris Interactive, privacy is the biggest consumer concern when using mobile applications on smartphones. An overwhelming 98 percent of respondents said that easy access to controls over their personal information in a mobile application is important, and they want more transparency over what data is collected and how it is shared. Yet, according to the survey, 77 percent of mobile applications do not have privacy policies. Respondents in the survey indicated that privacy trustmarks, such as the TRUSTe seal, would increase their comfort level in using mobile applications and mobile websites.

About TRUSTe
TRUSTe is the leading online privacy solutions provider and provides a broad suite of privacy services to help businesses build trust and increase engagement across all of their online channels -- including websites, mobile applications, advertising, cloud services, business analytics and email marketing. Over 4,500 web properties including those from top companies like Apple, AT&T, Disney, eBay, Facebook, HP, Microsoft, Nationwide, Pfizer and Yelp rely on TRUSTe to ensure compliance with evolving and complex privacy requirements. TRUSTe's mission, based on a "Truth in Privacy" framework, is built on a solid foundation of transparency, choice and accountability regarding the collection and use of personal information. TRUSTe's privacy seal is recognized and trusted by millions of consumers as a sign of responsible privacy practices. For additional information on TRUSTe and its offerings, please visit

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