This document sets out guidelines for advertising-supported software on mobile devices. These guidelines are intended to assist developers of both apps and advertising modules designed to integrate into third-party apps to help ensure that the advertising components operate in an acceptable manner and are presented to users clearly and fairly. It should also serve as a guide for users wishing to evaluate the approach taken by a given app, to help them decide whether it is providing all the information they require to make an informed decision on whether or not to use it. This document is not a comprehensive listing of all issues related to mobile advertising. Unless otherwise defined herein, all terms included in this document are used with their common meaning.