WhatsApp launches first global advertising campaign after privacy policy backlash | News from science and technology

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WhatsApp has launched its first global marketing campaign in response to a public backlash against an announcement of a privacy policy.

The messaging platform says the campaign is designed to reaffirm its “commitment to privacy”.

It comes after months of uncertainty surrounding Facebook’s own app after it was updated Privacy policy created confusion and concern for some users about a possible increased data exchange.

Whatsapp Chief Will Cathcart admitted that the incident had partly resulted in the creation of a marketing campaign around the platform.

But he also said it was an opportunity for the company to advocate the use of encryption.

“The idea is to give people the benefits of data protection and encryption directly,” he said.

“What we are really trying to do here is do end-to-end encryption, which is an abstract term, and help translate it for people.

“We see this as underpinning our commitment to privacy and encryption at a time that we believe is particularly relevant as attacks on it continue to be at stake in some parts of the world.”

Interior Minister Priti Patel had previously criticized Facebook’s plans to extend the end-to-end encryption already used on WhatsApp to the messaging areas of its other apps: Instagram and Facebook Messenger.

She has claimed that it puts children at risk and provides a hiding place for perpetrators and other criminals.

Cathcart acknowledged that some people still had questions about the system, but argued that those who criticize encryption often did so without “adding all of the benefits” it can offer.

“It’s a really critical tool for people like journalists, activists, whistleblowers – we think people understand that, but we think it’s a really critical tool beyond that – it’s for everyone,” he said.

“It protects people from hacking. It protects people from fraud, it protects people from identity theft.”

The campaign, which will include online, radio, TV and outdoor digital advertising, is also coming as the platform faces new pressure from other encrypted messaging services and many are migrating from WhatsApp after the confusion of the policy update.



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