After revelations concerning unsolicited emotional experiments being carried our on unsuspecting members, Facebook has been trying to regain the trust of its audience. It's created Moments - an app focused on super-private sharing of photos, updates and videos.

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?

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?

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.