WASHINGTON, DC – CTIA- The Wireless Association® today unveiled "Best Practices and Guidelines for Location-Based Services (LBS)."

 With strong support from the nation's leading carriers and input from LBS providers and industry stakeholders, this voluntary initiative was developed to promote and protect consumer privacy through user notice and consent.

"Guarding the privacy of user location information is a top priority, and that's why the wireless industry came together on a voluntary basis to establish these guidelines for location-based services." said Steve Largent, President and CEO of CTIA-The Wireless Association®. "As more and more Americans are tapping into all that cutting-edge, location-based technology has to offer, the industry is working hard to stay ahead of the game by identifying and actively addressing concerns earlier rather than later."

The hallmarks of the Guidelines are user notice and consent. The Guidelines place a premium on these two fundamental principles because it is the LBS user whose privacy is most at risk if location information is misused or disclosed without authorization. Notably, LBS providers must inform users about how their location information will be used, disclosed and protected so each user can make informed decisions whether or not to use the LBS or authorize disclosure.

"The Guidelines outline numerous examples to help educate consumers, stakeholders, and policymakers on the complexity and range of issues involved with location-based services," continued Largent. "The decision to use an LBS service ultimately lies with the consumer, and wireless carriers and LBS providers participating in this important industry initiative are committed to help consumers make informed decisions by giving them notice up-front about how their location information will be used, disclosed and protected."

The Guidelines are flexible enough to anticipate future LBS developments and the Guidelines apply regardless of the technology or mobile device used, or the business model employed. When using services from LBS providers that have adopted these Guidelines, consumers can be confident that the privacy of their location information will be protected as described in LBS notices.

For information about "Best Practices and Guidelines for Location-Based Services" and the Location Based Services Action Team, please go to: http://www.ctia.org/business_resources/wic/index.cfm/AID/11300.

Also, check out the link below and listen to a podcast about LBS and the newly established guidelines:
http://easylink.playstream.com/ctia/progressive/podcasts/HugeIndustryStepforLocationBasedServices_Final.mp3