Facebook founder and CEO Mark Zuckerberg has revealed his ‘privacy-focused vision’ for the social media giant.

In a blog post entitled ‘A Privacy-Focused Vision for Social Networking’, he outlined plans to develop Facebook in the same way as WhatsApp: “Focus on the most fundamental and private use case – messaging – make it as secure as possible, and then build more ways for people to interact on top of that, including calls, video chats, groups, stories, businesses, payments, commerce, and ultimately a platform for many other kinds of private services.”

The post failed to address how this would affect advertising, although the shift towards encrypted communications may serve as another reason why marketers ought to be utilising chatbots.

The privacy-focused platform will be built around several principles, including:

Private interactions: People should have simple, intimate places where they have clear control over who can communicate with them and confidence that no one else can access what they share.

Encryption: People’s private communications should be secure. End-to-end encryption prevents anyone — including us — from seeing what people share on our services.

Reducing Permanence: People should be comfortable being themselves, and should not have to worry about what they share coming back to hurt them later. So we won’t keep messages or stories around for longer than necessary to deliver the service or longer than people want them.

Safety: People should expect that we will do everything we can to keep them safe on our services within the limits of what’s possible in an encrypted service.

Interoperability: People should be able to use any of our apps to reach their friends, and they should be able to communicate across networks easily and securely.

Secure data storage: People should expect that we won’t store sensitive data in countries with weak records on human rights like privacy and freedom of expression in order to protect data from being improperly accessed.”

However the new privacy mantra has been described as an “excuse to dodge responsibility” by Damian Collins, who chairs the Digital, Culture, Media and Sport select committee.

“Mark Zuckerberg’s public statements on privacy need to be consistent with his company’s practices on privacy behind closed doors,” the MP explained. “As we said in our report on Disinformation and ‘Fake News’, Facebook’s business model to date is based on a blatant disregard for people’s personal data and privacy and ruthlessly crushing other competitor apps, as evidenced by the Six4Three documents that we’ve published.”