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They do traditional advertising (billboards being one example) instead of paid reviews, affiliate/influencer advertising, etc.

https://mullvad.net/en/help/policy-reviews-advertising-and-a...

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Oh wow, I wish more companies had pages like that summarizing what sort of marketing/advertising they do/don't use.

I’m fanboying at this point, but I honestly believe Mullvad should be the poster child for a lot of things other companies should be doing. Transparency, accountability, data minimization, thorough documentation, publicly available audits, etc.

I've been a happy expressvpn customer since dec 2016 but I'm sincerely considering switching to mullvad at this point

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