LAS VEGAS -- CTIA -- The Wireless Association yesterday launched practices and guidelines for location-based services to address and head-off concerns over potential privacy violation.

The directives have the support of the major wireless carriers and feedback from location-based services providers and those with a vested interest in the wireless industry. The goal is to promote and protect consumer privacy via user notice and consent, the association said.

"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/CEO of CTIA, in a statement.

The guidelines emphasize user notice and consent since it is the LBS user whose privacy is at risk if location information is misused or disclosed without authorization, the association said.

Per the guidelines, LBS providers must inform mobile users on how their location data will be used, disclosed and protected for each user to decide whether or not to use the LBS service or authorize disclosure.

Information on the CTIA's "Best Practices and Guidelines for Location-Based Services" and the Location-Based Services Action Team is available at http://www.ctia.org/business_resources/wic/index.cfm/AID/11300.

The CTIA, Washington, has structured the guidelines to anticipate future LBS developments. The guidelines will apply regardless of the technology, mobile device or business model used.

"The guidelines outline numerous examples to help educate consumers, stakeholders and policymakers on the complexity and range of issues involved with location-based services," Mr. Largent said in the statement.