Apple privacy campaign puts online trackers in the spotlight

Key points

• MUMBAI: Looks like Big Brother has upgraded to browser mode.
• Apple has launched a new global campaign for Safari that turns one of the internet’s most invisible practices into something impossible to ignore by giving online trackers a physical presence and placing them right beside users as they browse.
• In the campaign film, data trackers are portrayed as chrome-clad human figures who cling to people wherever they go.
• Whether in a library, at the gym or simply scrolling on their phones in public, users are shown carrying these silent companions on their shoulders, creating an unsettling visual metaphor for the constant monitoring that takes place across the web.
• The message is clear, while users may not see online tracking, it is often following them everywhere.