The Digital Advertising Alliance (DAA), a consortium of the nation’s largest media and marketing associations that has established self-regulatory standards for online behavioral advertising, announced on May 7 that the Council of Better Business Bureaus and the Direct Marketing Association will begin enforcement of the Application of Self-Regulatory Principles to the Mobile Environment (DAA Mobile Guidance) on September 1, 2015.

The DAA Mobile Guidance explains how the existing DAA Self-Regulatory Principles for Online Behavioral Advertising and Multi-Site Data apply to mobile websites and applications and includes requirements for the collection and use of personal directory data (i.e., calendar, address book, phone/text log, or photo/video data created by a consumer that is stored on or accessed through a particular device) and precise location data (i.e., data obtained from a device about the physical location of the device that is sufficiently precise to locate a specific individual or device).