This means that almost half the top 100 free apps do not give consumers a chance to make an informed decision prior to downloading.
- Only a third (32%) offer access to the policy within the app
- 69% of privacy policies are written in long form (more than 750 words)
This year, the organisation is including a consumer trust award category at this year’s Meffys, the global awards for mobile content and commerce which will this year take place in San Francisco as part of MEF’s Global Forum 2013. The organisation says the “award recognises companies who are paving the way for managing mobile privacy and security in line with regulation and industry developments of best practice”.
“Consumers must able to make an informed decision about whether or not to download an app. Once it’s on their device, they should be able to access the policy easily, from within the app,” says Simon Bates, Senior Advisor on Policy and Initiatives. “MEF’s global Privacy in Apps Initiative is supported by members from across the value chain to increase consumer trust in apps. It is essential developers are transparent. Privacy policies should be accessible, brief and easy to understand.”
See the infographic below for app privacy data: