Most Brits worry about online privacy, but they trust the wrong apps

• Nearly three-quarters of UK users value end-to-end encryption
• Yet, many Brits are unaware that their favorite apps don't offer it
• Proton also warns against Big Tech’s privacy-washing tactics

Many people say they care about who can see their online footprint. However, a new study from Proton, the company behind one of the best VPN and secure email services, suggests the reality doesn't align with these concerns, and the gap appears to be growing.

While most Brits say that they care about their online privacy and value end-to-end encryption, they continue to rely on popular apps that don't actually offer it.

The study showed that even among users who actively worry about data privacy, many overestimate just how secure mainstream services really are. Experts warn that it's more important than ever to understand which apps truly protect your data.

What the research says about privacy beliefs in the UK

Proton's research found that nearly three-quarters (73%) of people in the UK say end-to-end encryption (E2EE) is important when choosing digital services. Yet, they often overestimate the security of the apps they use daily.

More than half of the survey's respondents (57%) described Gmail as either "very" or "somewhat" private, despite the fact that 27% incorrectly believe it offers end-to-end encryption.

Similarly, 19% of UK users incorrectly assume that Microsoft Outlook offers E2EE. This confusion goes beyond email clients, too, with some respondents believing that Google Drive encrypts files end-to-end.

The main concern here is scale. Massive amounts of sensitive messages, documents, and personal data pass through these platforms every day. While many of these platforms may use encryption in transit or at rest, the providers still retain technical access – despite what many UK users believe they're getting.

Why end-to-end encryption still confuses people

A major factor in this problem is that end-to-end encryption (E2EE) is widely misunderstood. Simply put, E2EE means that only the sender and the recipient of any message can read its contents – not the app's provider, advertisers, or any third parties.

However, encryption alone doesn't guarantee full privacy.

WhatsApp is a perfect example of this. Most UK users correctly recognize that it uses E2EE, yet fewer realize that the provider still collects certain surrounding metadata. This data can be just as revealing as message content.

Even when messages are encrypted end-to-end, apps that are “private enough,” such as WhatsApp, collect large amounts of metadata: who you talk to, when, from where, and how often you communicate. Over time, companies use this information to build a picture of your habits and relationships.

Proton warns that in large Big Tech ecosystems, this data can also be reused in ways that users don't expect, such as for AI development and analysis. E2EE protects message content, but it doesn't shield the data surrounding it; this distinction is where the key risks still remain

Proton points to "privacy washing" as a major factor at play here. Years of privacy-focused marketing have created false confidence among users, leaving them exposed to long-term tracking and profiling despite their trust in the privacy their apps offer.

How to protect your online privacy

Protecting your privacy doesn't mean abandoning the apps you use on a daily basis overnight. It does, however, mean making more informed choices.

Proton's advice is to start by learning which apps genuinely use end-to-end encryption, and to prioritize these for sensitive communications.

"In the age of AI, what you once thought was private, such as your emails, photos, and memories, can quietly be repurposed as training data for tech giants unless end-to-end encryption is used," said Anant Vijay Singh, Product Lead for Proton Mail.

It's also worth re-evaluating everyday tools like email, cloud storage, and messaging apps, where "encrypted" doesn't necessarily mean private. "Thankfully, switching your most commonly used apps to privacy-focused alternatives is easier than ever," said Vijay Singh.

For everyday browsing, we also recommend using a secure VPN service – especially when you connect to a public Wi-Fi. A virtual private network (VPN) adds an extra layer of encryption around your online activities, while also spoofing your IP address for extra security.

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