Have you ever downloaded a free mobile app and then noticed an ad invading your phone's notification bar? That's an example of aggressive advertising, a trend that mobile security firm Lookout is trying to squelch with the release on Monday of app ad guidelines.

Lookout's Mobile App Advertising Guidelines are designed to encourage ad networks and app developers to improve their privacy practices. If reckless mobile ad practices continue, apps risk being labeled as adware by Lookout. Worse, the industry could face regulation, says Lookout Chief Technology Officer Kevin Mahaffey.

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