A computer-implemented method is provided for automatically masking data for display in a mobile computing device. The computer-implemented method includes receiving a request to display data on the mobile computing device and detecting a physical location of the mobile computing device, a time corresponding to the request, and at least one network characteristic of a wireless network on which the mobile computing device is making the request. The method also includes automatically determining whether to mask the data for display in the mobile computing device based on the physical location, the time, and the at least one network characteristic. The method further includes responsive to determining to mask the data, applying one or more masking rules to the data.