Microsoft advertisements attempt to capitalise on backlash against Google's privacy policy changes

Microsoft, aiming to take advantage of a backlash against Google’s policy changes, is rolling out new ads that say its rival is risking users’ privacy to squeeze more revenue out of them. The three-day print campaign starts today and will appear in the Wall Street Journal, New York Times and USA Today, the company said. A blog with the title: “Gone Google? Got Concerns? We Have Alternatives,” written by Microsoft spokesman Frank Shaw, will be posted on the company’s website.

Google tweaked its Internet search engine last month to elevate results from friends and its Google+ social network, irking some rivals, partners and users.

Separately, Google altered its privacy guidelines to create a uniform set of policies for more than 60 products, unleashing a fresh wave of criticism from regulators and consumer advocates concerned the company isn’t protecting the user information it collects.

“Every data point Google collects and connects to you increases how valuable you are to an advertiser,” Microsoft says in the first ad of the new campaign. The ad also tells readers that “if these changes rub you the wrong way, please consider using our portfolio of award- winning products and services.” It then lists the Hotmail e- mail service, Bing search engine, Office 365 for online word-processing and spreadsheets, and the Internet Explorer browser.

Harder to control?

“The changes Google announced make it harder, not easier, for people to stay in control of their own information,” Shaw wrote in his post, according to an e-mailed copy provided by the Redmond, Washington-based company.

“We take a different approach.” Google’s search changes were designed to include more data from a user’s social circle in query results. That helps the company promote Google Plus and counter features from Microsoft’s Bing search, which displays data from Facebook. Facebook has more than 800 million members compared with 90 million for Google Plus.

While Google remains dominant in Internet searches, Microsoft has gained ground. In December, Bing had 15.1% of US Internet queries, up from 13.9% last March, according to ComScore.

Google said the privacy-policy changes were meant to make the procedures simpler by having a consistent approach across its services. Data-protection agencies in Ireland and France have said they will assess the changes.