Full text copy of Marketing Your Mobile App: Get It Right from the Start, the Federal Trade Commission’s guide to advertising and privacy laws for mobile application developers.

From the FTC’s website:

"Congratulations! The app business is burgeoning and you’ve decided to get in on the boom. Maybe you work for an exciting start-up or are striking out on your own. Regardless of the size of your business, the Federal Trade Commission (FTC) — the nation’s consumer protection agency — has guidelines to help you comply with truth-in-advertising standards and basic privacy principles.

'But we’re a small company and haven’t made any money from our app yet.' All the more reason to build compliance in from the start. Laws that apply to established businesses apply to you, too, and violations can be costly. In addition, satisfied users may be your best form of marketing. Breaking into the business with an app that delivers on its promises is key to your long-term success.

Of course, there’s no one-size-fits-all approach. Every app is different. Still, there are some general guidelines that all app developers should consider."