With the spread of various devices such as smartphones, the collection and utilization of location information and other data linked to devices is progressing. We have coined the name "device location data" for this location information and other data, and in October 2019, we launched LBMA Japan (which became a general incorporated association in February 2020) with companies that are developing businesses that utilize this data.

Device location data is collected from users' devices with their permission in applications, various web services, etc. The collected data has been used by national and local governments, research institutes, private companies, etc. for the purposes of disseminating information to make life more convenient, delivering discount coupons and advertisements, creating statistical data for market research and urban planning, developing infrastructure, and taking measures in the event of a disaster.

Basically, device location data alone cannot identify a specific individual, and to the extent that it cannot be easily matched with other information to identify a specific individual, it does not fall under "personal information" as defined by the Personal Information Protection Act. On the other hand, device location data has the nature of increasing the possibility that behavioral routes and visit histories can be visualized and specific individuals can be identified, depending on how it is accumulated and utilized.

Until now, businesses that utilize device location data have done so in accordance with their own rules, based on laws and regulations. However, in light of the recent social impact of data utilization, we believe that it is essential to establish industry-wide standards in order to promote healthy and sustainable data utilization, and have therefore created and announced common guidelines that members of LBMA Japan can use as indicators and standards. These guidelines were created after repeated discussions with member companies, legal professionals, lawyers, ethicists, etc., and consultations with the Personal Information Protection Commission Secretariat and related organizations.

*In accordance with the enforcement of the revised Personal Information Protection Act in April 2022, the status of location information data has been clarified, and these guidelines have been revised following review by relevant organizations.