360° Coverage : Microsoft Wins Battle Over 'Scroogled' Ad Campaign

2 Updates
Microsoft Wins Battle Over 'Scroogled' Ad Campaign
Photo Credit: Forbes Business

Microsoft Wins Battle Over 'Scroogled' Ad Campaign

Mar 27 2014, 6:11am CDT | by

Microsoft's controversial ‘Scroogled’ campaign has been given the green light in the UK, with the Advertising Standards Authority (ASA) ruling that a radio ad wasn’t misleading. The ad – like many...

Filed under: news

 
 
 

26 weeks ago

Microsoft Wins Battle Over 'Scroogled' Ad Campaign

Mar 27 2014, 6:11am CDT | by

Microsoft's controversial ‘Scroogled’ campaign has been given the green light in the UK, with the Advertising Standards Authority (ASA) ruling that a radio ad wasn’t misleading.

The ad – like many others making up the company’s international campaign – focuses on Google's practice of scanning email for keywords in order to sell targeted ads. It uses schoolboy secret language Pig Latin to emphasise its point: “Ymay ivatepray emailway isway onway ofway eirthay usinessbay” – or “My private email is none of their business”.

Microsoft follows this up by claiming “Pig Latin may be hard to understand, but you probably need it if you use Gmail, because Gmail scans every word of your emails to sell ads. But Outlook.com doesn’t. And you can choose to opt out of personalised ads.”

Two people complained about the ad, pointing out that Microsoft scans the content of emails too. But the ASA ruled that, because this scanning was for the purposes of eliminating spam rather than targeting ads, Microsoft wasn’t being hypocritcal.

“We considered that listeners were likely to appreciate that this statement was only in relation to scanning for ad targeting, rather than protective scanning, and that the ad did not state or imply that no other forms of scanning were utilised,” it concluded.

The Scroogled campaign has been unpopular from the outset – particularly in the UK, where ads criticizing rival products are rare. When the campaign first launched in late 2012, the Scroogled Facebook page was inundated with critical messages – only one of the first 50 was supportive. The ads are aggressive, with highly-emotive language; for example Google’s activity is referred to as ‘reading’ emails, whereas Microsoft’s is merely ‘scanning’.

The campaign was the brainchild of Mark Penn, then the company’s head of advertising – but, since earlier this month, first chief strategy officer. It has formed part of a consistent attempt to discredit Google, with a team of lawyers and PR people with a reputed budget of a million dollars a week.

While Microsoft doesn’t scan the contents of emails to target ads, it does use other personal information.

“Microsoft collects and uses your personal information to operate and improve its sites and services,” its online privacy statement

reads. “These uses include… displaying content and advertising that are customized to your interests and preferences.”

This clearly isn’t as intrusive as scanning the content of individual emails. But is fueling privacy fears really a good way for the company to go? Shouting about being a bit less badly-bahaved than the competition doesn’t make either company look terribly good.

Source: Forbes Business

 
Update
2

4 weeks ago

Khazanah throws MAS RM6b lifeline

Aug 29 2014 5:01pm CDT | Source: Business Times Singapore

August 30, 2014 1:15 AMKHAZANAH Nasional will inject RM6 billion (SS$2.4 billion) over three years to resuscitate loss-making Malaysia Airlines (MAS) under a recovery plan that includes even an Act of Parliament. Other key moves are migrating its operations, assets and liabilities to a new company (Ne ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 
Update
1

4 weeks ago

MAS posts loss of RM307m for Q2

Aug 28 2014 5:00pm CDT | Source: Business Times Singapore

August 29, 2014 1:13 AMMALAYSIA Airlines (MAS) registered a loss of RM307 million (S$122 million) for the second quarter to end-June, but warned of worse to come in the second half when the "full financial impact of the double tragedies of MH370 and M ...
Source: Business Times Singapore   Full article at: Business Times Singapore
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Unique 'signature' found in ageing brain
London, Sep 30 (IANS) In a discovery that may lead to treatments that can slow or reverse cognitive decline in the elderly, researchers have found evidence of a unique "signature" in the ageing brain.
 
 
Why drinking makes a smile more contagious among men
New York, Sep 30 (IANS) Alcohol induces a sort of "social bravery" among men, disrupting processes that would normally prevent them from responding to another person's smile, says an interesting study.
 
 
Sleep twitches connected to brain development in babies
Sleep twitches activate circuits throughout the developing brain, says the study, suggesting that twitches teach newborns about their limbs and what they can do with them.
 
 
Fiber optic sensors to improve landslide prediction
London, Sep 30 (IANS) Detecting and monitoring both large landslides and slow slope movements could be a lot easier and cheaper with optical fiber sensors, says a study.
 
 
 

Latest from the Network

Hong Kong students threaten to occupy government offices
Hong Kong, Sep 30 (IANS/EFE) Student demonstrators have decided to step up their street protests and are planning to eventually take over and occupy government offices, leaders of the Hong Kong Federation of Students...
Read more on Politics Balla
 
US slaps sanctions on Pakistan-based terror groups
Washington, Sep 30 (IANS) The US Tuesday targeted two terrorist groups based in Pakistan by slapping sanctions on their leader and financial supporters. The Department of Treasury branded Fazl-ur Rehman Khalil, the...
Read more on Politics Balla
 
Elton John performed at Neil Patrick Harris' wedding
Neil Patrick Harris has revealed Sir Elton John gave a surprise performance at his wedding. The 'Gone Girl' star tied the knot with his long-term partner David Burtka at a castle near Perugia in Italy on September 6 and...
Read more on Celebrity Balla
 
Molly Sims pregnant again
Molly Sims is pregnant with her second child. The model-and-actress has announced she is expecting another baby with her husband, film producer Scott Stuber, and she can't wait for their two-year-old son Brooks to...
Read more on Celebrity Balla
 
Sadie Frost says Kate Moss oozes 'sex'
Sadie Frost thinks Kate Moss ''radiates sex''. The 49-year-old actress-and-producer has been friends with the supermodel for decades and says her aura has an permanently erotic element to it. Speaking to the new issue...
Read more on Celebrity Balla
 
Hamas wants Islamic state on all Palestinian lands: Official
Gaza, Sep 30 (IANS) A senior Hamas official announced Tuesday that his movement still believes in establishing an Islamic state on all the lands of Palestine. Mahmoud al-Zahar, the Hamas strongman, said in a ceremony...
Read more on Politics Balla
 
Asian Games: Indian men and women in semifinals
Incheon, Sep 30 (IANS) The Indian men and women's kabaddi teams made it to the semifinals of the 17th Asian Games after topping their respective groups here Tuesday. The men's team, record six time champions, brushed...
Read more on Sport Balla
 
Israeli settlers seize houses in east Jerusalem
Jerusalem, Sep 30 (IANS) Dozens of Jewish settlers, escorted by heavy police force, took over at least seven empty buildings in the Palestinian neighbourhood of Silwan in east Jerusalem Tuesday. The buildings are...
Read more on Politics Balla
 
Indian men paddlers in Asiad pre-quarters
Incheon, Sep 30 (IANS) Indian men paddlers advanced to the doubles pre-quarterfinals after winning their respective matches of the 17th Asian Games at the Suwon Gymnasium here Tuesday. First up, the pair of Achanta...
Read more on Sport Balla
 
IS releases third video of British hostage
Beirut, Sep 30 (IANS/EFE) The Islamic State (IS) Sunni radical organisation has published a third video of British journalist and hostage John Cantlie in which he criticizes US President President Barack Obama's...
Read more on Politics Balla