On September 5, the FTC published “Marketing Your Mobile App: Get It Right from the Start,” a guide to assist mobile application developers in complying with federal advertising and privacy requirements. The Guide provides basic guidance and principles related to truthful advertising and consumer privacy protections. For example, the guide urges application developers to (i) disclose key information in advertising materials clearly and conspicuously, (ii) collect sensitive information only with user’s affirmative consent, and (iii) avoid collecting unnecessary data and ensure the security of any sensitive data that is collected.