Microsoft as personal privacy watchdog? Now we've seen everything.
In a new campaign targeting Google's popular email service, Microsoft is using the catchphrase "Don't Get Scroogled" to notify users about the Gmail's lack of interest in respecting their privacy.
The Redmond-based company is alerting users that Google sifts through every email they send, scanning each one for key words that the company compiles in order to more efficiently target them with advertisements. There's even a study indicating 71 percent of Gmail users have no idea Google does this, and that 87 percent believe the actions are an invasion of privacy.
Of course, the company's goal isn't entirely noble. It's hoping to make you disgusted enough with Gmail that you'll opt to start using its own Outlook email service instead, which the company says respects personal privacy in a way that Google doesn't.
"Emails are personal - and people feel that reading through their emails to sell ads is out of bounds," said Stefan Weitz, senior director of Online Services at Microsoft to Daily Tech. "We honor the privacy of our Outlook.com users, and we are concerned that Google violates that privacy every time an Outlook.com user exchanges messages with someone on Gmail. This campaign is as much about protecting Outlook.com users from Gmail as it is about making sure Gmail users know what Google's doing."
The Scroogled campaign is set to be a big one, with Microsoft pledging TV, print, and online advertisements aimed at getting the word out. It's even providing concrete examples of what Google does.
"For example, if you write a friend to let her know you are separating from your husband, Google sells ads against this information to divorce lawyers, who post ads alongside it," said Microsoft. "Or if you ask a friend for vacation suggestions, Google uses this information to target you with ads from travel agencies or airlines that want your business."
Never mind the questionable rationale of informing friends about a divorce via email, because the whole Scroogled web site is kind of remarkable for attempting such a brazen, unconcealed flaying of another company. Here's a choice quote by Google executive Eric Schmidt that Microsoft generously pinned to the front page:
"There is what I call the creepy line. The Google policy on a lot of things is to get right up to the creepy line and not cross it."
Now that's just cold.
