WhatsApp launches ad campaign after privacy policy backlash

This comes on the back of concerns among its users over enhanced data sharing as the app updated its privacy policy

WhatsApp has launched its first global ad campaign following a backlash over its privacy policy. According to the messaging platform, the campaign is designed to reiterate its “commitment to privacy”.

This comes on the back of concerns among its users over enhanced data sharing as the app updated its privacy policy.

WhatsApp boss Will Cathcart admitted the incident had in part led to the creation of a marketing campaign around the platform. But he also said it was a chance for the company to make its case for using encryption.

The idea is we’re going to communicate to people the benefits of privacy and encryption directly, he said. What we’re really trying to do here is take end-to-end encryption, which is an abstract term, and help translate it to people.

We view this as underscoring our commitment to privacy and encryption at a time which we think is particularly relevant because there continue to be attacks on it in some parts of the world, so we think it’s particularly important that consumers understand what it is and what’s at stake, he said.

Earlier, Facebook faced criticism from UK Home Secretary Priti Patel over its plans to expand the end-to-end encryption already in use on WhatsApp to the messaging sections of Instagram and Facebook Messenger – the two sister apps of Facebook.

She has claimed it places children at risk and offers a hiding place for abusers and other criminals.

Mr Cathcart acknowledged that some people would still have questions about the system, but argued that those who criticise encryption often did so without also connecting it to all the benefits it can provide.

It’s a really critical tool for people like journalists, activists, whistleblowers – we think people get that, but we believe it is a really critical tool beyond that – it’s for everyone, he said. It keeps people safe from hacking. It protects people from fraud, it protects people from identity theft.

The campaign also comes amid new pressure from other encrypted messaging services, with many switching to other platforms in the wake of the policy update by the social messaging app.