WhatsApp is the world's most popular messaging service - and now it’s becoming the most private. The app is introducing end-to-end encryption to all texts with open-source software Textsecure, so no third party will be able to read messages - not even WhatsApp.

Nearly 80% of people think companies use their personal data to make more money, so they're reluctant to share it. With over three quarters of people concerned about online privacy, Citizenme gives them back control of their data. But what does it mean for users and advertisers?

“Google policy is to get right up to the 'creepy' line and not cross it,” says the company's CEO. But when does insightful personalisation become intrusive? And how do brands build lasting relationships with consumers concerned about being spied on?

Over 60% of Brits want to see more CCTV in their local area, but 86% of internet users have taken steps to remove or mask their digital footprints. With such a difference in attitudes, we're living in ‘the privacy paradox’. But if we care so much, why do we share so much?