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WhatsApp has launched a new ad campaign promoting its privacy and security features, as it continues to face backlash from both users and the public.

The ads stress the importance of end-to-end encryption, which is used to ensure that only the sender and recipient of messages are able to read them. As such, it is technically impossible for WhatsApp to see any messages that are sent through its app – or to make them available to law enforcement or governments.

The ads come as WhatsApp faces backlash over its privacy policy on a number of fronts. In recent months, it received sustained criticism for an update to its terms that led users to believe their data would be shared with Facebook, and it has also been attacked by governments including those in the UK who argue that its strong security features mean that it is shielding people who use its app for abuse.

Will Cathcart, the head of WhatsApp, said that the company had laun