WhatsApp has launched its first major global advertising campaign promoting its privacy and security features in reaction to a customer backlash against changes to its terms and conditions announced earlier this year, reports say.
Sky News reported on Monday that the messaging platform said the campaign was designed to reiterate its “commitment to privacy”.
“The idea is we’re going to communicate to people the benefits of privacy and encryption directly.
“What we’re really trying to do here is take end-to-end encryption, which is an abstract turn, and help translate it to people,” WhatsApp boss Will Cathcart said, as he admitted that the incident had partly led to the creation of a marketing campaign around the platform.
A BBC report said the platform also said it stood firm against pressure from governments, including the UK, to compromise on the way that it encrypted messages.
Authorities should “demand more security” rather than less.
“The first step of keeping people safe is, you have to have strong security, and we think governments shouldn’t be out there trying to encourage tech companies to offer weak security.
“They should be out there trying to encourage or even mandate that companies offer the strongest security possible,” BBC quoted Cathcart as saying.
The marketing campaign is set to run internationally, beginning in the UK and Germany this week.