Ello is a social network launched in 2012 that aims to protect user privacy by not selling ads or user data. It grew popular recently as an alternative to Facebook. However, Ello collects some user information like IP addresses and posts. It is funded by venture capital, which could mean a future sale of user data. Ello's privacy policy states it collects data to protect users and study behavior but users can opt out of some tracking. Content on Ello is generally public unless marked private, and the network enforces content guidelines.

1. Ad-free, privacy-respecting
social network

2. S o u n d s l i ke a d r e am
s o c i a l n e two r k !

3. Yo u p r o b a b l y h a v e h e a r d
a b o u t E l l o r e c e n t l y !

4. Yes?

5. No?

6. Yes?

7. Let’s see

8. What is Ello?
T e r m s o f U s e , P r i v a c y P o l i c y
B y S a d a f A h m a d i
I n t e r n e t P o l i t i c s a n d P o w e r 5 0 3

9. Ello is a social network!

10. Like Facebook?

11. Umm… It is labeled as
anti-Facebook ATM!
So…

12. Unlike other social networks, Ello
does not sell ads or users’ data to
third parties.
(https://ello.co/wtf/post/about-ello)

13. Protecting Users’ Privacy!

14. Awesome!
How can I join?

15. Ello was initially designed for private use, but
over time due to many people request for
joining, it morphed into public version.
(https://ello.co/wtf/post/about-ello)

16. However, it is still in beta testing, and to join
you need to get invitation from someone
already in the network, or ask for invitation
from the website.
(Griffin, 2014)

17. Launched in March 2012, Ello is experiencing
over 40,000 invitation request per hour now!
(Monty & Deutsch, 2014)

18. But before getting too excited over its
ad-free, privacy-protecting manifesto,
we need to look into Ello privacy policy
and rules!

19. Regardless to individual reasons, from fear
over privacy to simply boredom of previous
social networks, to join a new network, it is
very important to read and understand
privacy policies and terms of use before
signing up!

20. Since Ello is a network, based on protecting
users’ privacy, the link to the company
privacy policy page is easy to find and
accessible from all pages.
( Top right side of the website.)

21. The policy primer of Ello starts with a part titled
“Your privacy is important”, emphasizing the strategy
of the company on protecting users’ right by not
selling ads.
(https://ello.co/wtf/post/privacy)

22. But the main critics towards Ello manifesto
and policy is, while the company insists on
not selling ads, it does not clarify to users
how they make money!
(Baldwin, 2014)

23. In fact, Ello is a venture-capital
funded network, “raised $435,000
in VC funding prior to its recent
explosive growth” (Bell, 2014)
, which is not mentioned any where in the
website!

24. “In a venture capital business plan, you go to
an investor, before you’ve even built the thing
you’re building and you tell them how you’re
going to exit” (Balkan, 2014).
When you take venture capital, it is not a
matter of if you’re going to sell your users,
you already have (Balkan, 2014).

25. On the next part, titled “Information Ello
Collects”, users will be informed that once
they visit Ello, their information, including the
IP address of the device they use, email
address, pages they visit, content they post or
share on the website, even websites that
refer them to Ello, will be gathered and stored
by Ello.
(https://ello.co/wtf/post/privacy)

26. Ello explains, this information is collected “to
protect Ello and its users from spam, viruses,
identity theft, illegal or harmful activities.”
(https://ello.co/wtf/post/privacy)

27. And also study on users’ behavior to promote
Ello’s services in future!
(https://ello.co/wtf/post/privacy)

28. Users’ Privacy?!

29. Ello explains, this information is in
anonymized format and users are able to
control how much information about them is
shared when they use Ello.
(https://ello.co/wtf/post/privacy)

30. For example, users are able to opt out of
Google analytics by choosing “Do Not Track”
option on users’ setting page.
(https://ello.co/wtf/post/privacy)

31. However, Ello also explains that “Ello is a
platform built for posting and sharing public
content. You should assume that anything you
post on Ello other than private messages will
be accessed by others. “

32. Therefore to protect the privacy and safety of
online communities, like other social
networks, Ello encourages users to follow
ethical rules

33. These rules includes:

34. • Don’t threaten people
• Don’t Hate
• Don’t Spam
• Don't Automate
• Don’t infringe on other people’s copyrights and trademarks
• Don't squat on usernames.
• Don’t impersonate others.
• Don't hurt young people
• Don’t use Ello to intrude on other people’s privacy
• Don’t post sexually explicit content without flagging your
profile Not Suitable for Work (NSFW)
(https://ello.co/wtf/post/rules)

35. Join Ello?

36. Refernces
Balkan, A. (2014, September 26). Ello, goodbye. [Web log post]. Retrieved from
https://aralbalkan.com/notes/ello-goodbye/
Baldwin, R. (2014). Everything you need to know about Ello, the latest trendy social network. TNW.
http://thenextweb.com/socialmedia/2014/09/25/everything-need-know-ello-latest-trendy- social-network/
Bell, K. (2014). Ello Cofounder Doesn't Think Facebook Is a Social Network. Mashable.
http://mashable.com/2014/09/26/ello-founder-talks-facebook-business/
Griffin, B. (2014). What is Ello? A guide to Facebook competitor without adverts. Digital Spy.
http://www.digitalspy.com.au/tech/feature/a602490/what-is-ello-a-guide-to-facebook-competitor-without-adverts.
html
Monty, L., & Deutsch, L. (2014). Know before you Ello: 5 key facts about the brand-new social site.
USA TODAY.
http://www.usatoday.com/story/news/nation-now/2014/10/03/know-before- you-ello-facts/
16645809/