NAI Mobile Application Code

The Mobile Application Code is substantially based on the 2013 Code of Conduct but is designed to provide both high standards and maximum flexibility in the rapidly developing mobile advertising ecosystem. The new guidelines address data collected across mobile applications and best practices for the treatment of precise location data and personal directory data. Specifically, the Mobile Application Code provides guidance on how third-party advertising companies should address mobile-specific concerns, such as providing enhanced notice on small screens and providing adequate notice and choice for the use of precise location and other forms of mobile-specific data.

The NAI recognizes that the mobile advertising ecosystem is still in its infancy and is rapidly developing new technologies and business models to take advantage of the unique opportunities afforded by mobile devices. As a result, the NAI acknowledges that maintaining an effective Mobile Application Code may require, at least initially, regular iterations, with full notice and participation by stakeholders. The NAI may also publish from time to time additional guidance documents related to individual requirements in the Mobile Application Code.

Compliance with the NAI Mobile Application Code will not be required as part of the 2013 compliance review process.