Microsoft vilifies Google with biting ads

Microsoft scathing ad "Scroogled" shows Google as a duplicitous company.

Last Updated: Apr 10, 2013, 09:48 AM IST

San Francisco/New Delhi: The war between Microsoft and Google seems to be getting ugly with the former launching advertising attacks on the latter, as per news reports.

The scathing ad campaign launched by Microsoft Corp which it calls "Scroogled" shows Google as a duplicitous company more interested in increasing profits and power than protecting people's privacy and providing unbiased search results.

This time, Microsoft is vilifying Google Inc. For sharing some of the personal information that it gathers about people who buy applications designed to run on smartphones and tablet computers powered by Google's Android software. Earlier ads have skewered Google's long-running practice of electronically scanning the contents of people's Gmail accounts to help sell ads and attacked a recently introduced policy that requires retailers to pay to appear in the shopping section of Google's dominant search engine.

Microsoft's advertising barbs could potentially backfire. Even as they help draw attention to Google practices that may prod some consumers to try different services, they also serve as a reminder of Microsoft's mostly futile, and costly, attempts to trump its rival with more compelling technology.

Beyond privacy, Google has been the subject of complaints that its practices are anti-competitive. Today, a group of companies led by Microsoft said it has asked European authorities to investigate whether Google is acting unfairly by giving away its Android operating system to mobile device manufacturers on the condition that Google's own apps, such as YouTube and Google Maps, are installed and prominently displayed.

With Agency Inputs