LBMA Japan updates location data usage guidelines

LBMA Japan, an association representing 127 companies, has updated its industry self-regulation guidelines for device location data to version 4.1.0. The new rules, effective October 2026, aim to address rapid technological shifts, including the rise of generative AI and more sophisticated data integration methods.

A primary focus of the revision is alignment with the Ministry of Internal Affairs and Communications’ ‘Smartphone Privacy Security Initiative’ (SPSI). The updated guidelines incorporate principles such as minimizing data collection, limiting storage periods, prohibiting ‘dark patterns,’ and improving information disclosure to users.

The guidelines also serve as a proactive measure ahead of expected amendments to Japan’s Personal Information Protection Act. Key updates include specific protections for children’s location data, the establishment of prohibited segments for profiling to prevent discrimination, and stricter standards for data processing and third-party sharing. Additionally, the rules introduce new management requirements for accessing data and integrating with external AI services.