In Barcelona, at the end of February, the GSMA announced the launch of a new initiative addressing mobile app privacy. At a time when the European market is flooded with apps across various platforms and devices, and consumer concerns about privacy and protection of personal information are paramount, this announcement has been very well received. With the support of some of the leading mobile operators in Europe, and after a period of consultation with stakeholders across the wider mobile ecosystem, the GSMA has produced its “Privacy Design Guidelines for Mobile Application Development.” These Guidelines aim to build consumer confidence in the apps market by providing mobile users with increased transparency, choice and control over how apps may use their personal information. Several key European mobile operators have started to implement these Guidelines for their own operator-branded mobile applications, namely Deutsche Telekom, France Telecom – Orange, Telecom Italia, Telefónica and Vodafone, among others. The GSMA hopes that all stakeholders in the mobile ecosystem will find ways to implement the Guidelines into their app development strategies. Europe is taking the lead on mobile app privacy, and we look to the response of other world markets as to whether they will follow suit.