A machine to machine (M2M) service layer can facilitate acquiring and providing location information for use by M2M devices. The service layer can also ensure that privacy controls are maintained and enforced for location information. A device can report its location and its privacy preferences to a service layer device. Other devices can receive this location information subject to qualifying to receive it based on the privacy preferences. Devices in an area may advertise services with the service layer acting as a filter and relay point ensuring that such advertisements satisfy the privacy policies of the devices involved.