Microsoft ads hail privacy move

Microsoft is attempting to take the higher ground on privacy with a new TV and print campaign promoting the ‘do not track’ feature included in its new web browser, Internet Explorer 10.
The campaign, devised by Wunderman, launched in the US late last month – where the authorities are keeping a close eye on the issue of do not track (DNT) – and has now been rolled out to the UK.
The TV spot gives examples of situations where people would want to share information, but shows more sensitive information they may want to keep private.
The voiceover states: “Some personal information we’re happy to share, some less so.” The ad ends with the line: “At Microsoft, your privacy is our priority.”
Microsoft deputy general counsel Mary Snapp said: “The goal is to raise awareness about privacy and choices people have to make in the online world. We hope it will spark conversation about what privacy means online.”
Microsoft users will now have to physically turn DNT off, a move which has been slammed by the world’s top advertising networks – including WPP and Publicis – amid claims it could trigger a rise in scatter-gun marketing. Rival Mozilla has followed suit with its latest browser update.
The upgrades mean web surfers are no longer tracked by online advertisers and websites, so can avoid being targeted by behavioural ads.
ISBA, the UK client body, has already come out against the move and a spokesman for the US Digital Advertising Alliance said: “This… appears to be more fear mongering to promote products, rather than education that either describes to consumers the choices that they have today and the diversity of services that the responsible advertising industry provides to consumers.”

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