As the drive for online privacy increases prevalence, so does the noise from those selling solutions. And this selling is happening in increasingly frontline places. For example a Virtual Private Network (VPN) solution was the front line sponsor on all the pitch-side hoardings at a recent Premier League football game in the UK. On the surface this is great – everyone gets more exposure to solutions that help protect them online. But what actually is the solution for privacy? Is it one thing? For many people it might just be the last advert they saw. While advertising can help raise awareness, it’s not easy to navigate the myriad of options emerging in the nascent privacy technology (“PrivTech”) world.