Advertising Standards Authority agrees Gmail's scanning of email contents to target ads sets it apart from

The radio ad opens with a sentence of seemingly indecipherable language, the type Microsoft cheekily claims Gmail users will have to adopt if they want to stop Google from scanning their messages to glean personal information to sell to advertisers.

The ad continues: "Pig Latin may be hard to understand, but you probably need it if you use Gmail, because Gmail scans every word of your emails to sell ads."

It is however standard for email providers to scan emails for spam and viruses.