Mullvad VPN, a Swedish provider known for its commitment to privacy, has recently faced hurdles in promoting its anti-surveillance message in the UK.

Initially aimed to air its provocative "and then?" advertisement on British television, the campaign was blocked by Clearcast, the UK's advertising regulatory body. This 30-second advertisement, directed by Jonas Åkerlund, intended to raise awareness of online censorship and the controversial EU proposal regarding message scanning known as “chat control.”

While the ad previously aired successfully in countries like Germany, Sweden, and the US, Clearcast deemed it inappropriate, claiming it lacked clarity and contained references that could imply VPN use for criminal activities. Mullvad expressed deep dissatisfaction with this decision, labeling it as "kafkaesque and orwellian."

Unwilling to back down, Mullvad attempted to take its campaign to the streets, only to encounter more challenges from Transport for London (TfL). The company was forced to modify its promotional materials, including an outdoor poster that once contained a QR code linking to the now-banned commercial. Another design featuring the company logo over the Union Jack with the words "banned on British TV" also faced opposition and was rejected.

Despite these setbacks, Mullvad remained undeterred and stated, "In the end, we opted to run the message 'and then?' to engage London commuters in a conversation about the encroaching dangers of surveillance and censorship.”

The outdoor campaign has now shifted its focus, with Mullvad launching a guerrilla marketing strategy. On February 23rd, the brand took to London’s streets, projecting the prohibited advertisements onto urban walls, marking a bold protest against UK advertising standards.

Just a week later, Mullvad shared videos of these creative actions, which were executed in various locations, including London Bridge and Shoreditch. According to a spokesperson from Mullvad, the response from the public was overwhelmingly positive, with many pedestrians stopping to take pictures and engage with the content, highlighting the growing discourse on privacy and ID verification in the UK.

Mullvad VPN is taking a bold step in response to escalating privacy concerns in the UK.

The company perceives the current climate as increasingly oppressive, drawing parallels between the UK’s surveillance tactics and those employed by authoritarian regimes.

They assert, “In the UK, the threat of widespread surveillance and censorship is becoming alarmingly prevalent; our attempts to voice opposition are frequently blocked under ambiguous justifications.”

Citing the Investigatory Powers Act, Mullvad revealed a troubling incident from February 2025, where the Home Office mandated Apple to create a backdoor for accessing encrypted iCloud data, triggering significant backlash. This led to Apple’s removal of certain features in the UK market.

Furthermore, the impact of the Online Safety Act is concerning for Mullvad. The government’s focus on closing the “VPN loophole” adds to their alarm, particularly with Prime Minister Keir Starmer recently announcing a three-month consultation to consider measures to restrict children’s access to VPNs.

Critics quickly denounced this initiative as a misguided attempt at child safety.

Mullvad highlights that such resistance to their anti-surveillance message serves as a troubling indicator of the paths that may lie ahead.

“Europe should stand as a pinnacle of liberty and rights, not veer towards authoritarianism. The hindrances to challenging a surveillance culture are, regrettably, a sign of a negative trajectory," Mullvad expressed.

Disclaimer:

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