International mobile operators are set to adopt guidelines designed to give customers more control over how data about them is used. The industry initiative will develop tools to log what kinds of information consumers are happy to share. The action will limit the kinds of data available to marketers and others if a subscriber adds restrictions. Vodafone, Coca Cola and Turner Broadcasting have all signed up to the initiative.

"There's a burning need for the industry to develop a way to communicate what the consumer has consented to," said Andrew Bud, head of the Mobile Entertainment Forum (MEF) which is co-ordinating the tools' development....Read more here--: BBC News - Privacy controls to be adopted by mobile phone operators