Microsoft appears to have quit its offensive against Google and its alleged privacy practices with a new campaign touting the Windows firm's efforts to protect users online from having private information shared on the internet.
Its new "Online Privacy" campaign features a TV ad touting the extra privacy features added to Windows and Internet Explorer. One such feature, "Do Not Track" is on by default in IE10 and forces websites to not track a user's movements on other websites. The feature itself is controversial and has led to many companies and advertisers railing against the feature with some threatening to disregard it altogether.
Ryan Gavin, the general manager of Windows, said in a blog post that people have to find the right level of online privacy for themselves.
"Providing customers with the tools and technology that allow you to have more choice and control is something Microsoft has been doing for quite some time, and today's products like Internet Explorer, Windows, Xbox, and Outlook.com make it easier to manage and control your privacy," he said.
He said that privacy conversations would "continue and evolve".
"It has been great to see those organisations that have come out in support of our approach to privacy," said Gavin. "Microsoft is committed to stay engaged with consumers as well as government, industry and consumer-advocacy partners to help better define the line between public and private while offering more controls through technology."
The new tack by Microsoft is in stark contrast to its previous efforts. Its Scroogled ads attempted to paint Google as villain of the piece accusing the search firm of dangerous practices when it comes to sharing customer data collected through the Google Play app store.
Microsoft also took the firm to task over its Gmail service claiming that Google scanned the content of Gmail users' emails to generate targeted ads.
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