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. Also, 69% of privacy policies are written in long form (more than 750 words).
Simon Bates, Senior Advisor on Policy and Initiatives said: "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. 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."
Tags: [mobile apps]