ICC Executive Board recently approved the final ICC Guide for Responsible Mobile Marketing Communications and Mobile supplement to the ICC Resource Guide for Self-Regulation of Interest-Based Advertising.

ICC Guide for Responsible Mobile Marketing Communications 

This guide offers global guidance for applying self-regulatory principles to mobile marketing, to ensure a common approach across borders. The guidance helps business and self-regulators safeguard consumer trust particularly in markets with soaring mobile expansion. 

Mobile supplement to the ICC Resource Guide for Self-Regulation of Interest Based Advertising

This policy paper expands on existing guidelines on interest based advertising (IBA) to address mobile issues such as location data and cross-device targeting. These guidelines for mobile technologies, applications (apps), and mobile advertising are a supplement to the ICC Resource Guide for Self-Regulation of Interest based Advertising. The guidance and its underlying principles are consistent with ICC self-regulatory guidance, a key tenet of which is that self-regulation is most effective when it applies to – and is honored by – all actors in the business ecosystem. 

Both documents can be found and downloaded on ICC's website here and here.