“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?

iBeacon is an in-store tracking technology that gives retailers the opportunity to send location-based offers to its customers. But while it's appearing in stores all around the world, it is struggling to make an impact in Germany, where privacy concerns are growing.

With Germans concerned over privacy after recent revelations about the NSA, Berlin's most famous spy station is being filled with art. An abandoned NSA listening station has been transformed into art show dedicated to spying and warfare.

Many Germans object to a proposal by the railway operator Deutsche Bahn that would see small drones patrolling the rail yards by night to catch graffitists. German unease over unauthorised prying also forced Google to blur images of people's homes.

Easy-to-use personal security measures are a welcome antidote to the privacy fears that plague a post-PRISM scandal world. But are encrypted text messages a necessity, or just a fan to the flames of a paranoia epidemic?

The growing number of anonymous communication platforms highlights the importance and scale of the desire for privacy online. Anonymity has gained a sense of authenticity and safety – and only by understanding this can brands continue to communicate effectively.

Amongst growing privacy concerns, younger generations are treating anonymity as something that isn't constant, but can be surrendered for benefits. Messaging app Backchat initially hides your identity, slowly revealing it as you interact with others.

John McAfee, best known for his range of antivirus software, has launched a new messaging app called Chadder. The app focuses on security and privacy - messages are encrypted, meaning that if they are intercepted by a third party, they're unreadable.