GAMES CONSOLE MAKER Microsoft has denied claims that its Xbox One and Kinect add-on will be used to snoop on users to harvest advertising data.
Over the weekend, Advertising Age posted an interview with Yusuf Mehdi, corporate VP of marketing for Xbox at Microsoft, who was asked how the firm will use Xbox user data for market research purposes.
Yusuf said, "We have a pretty unique position at Microsoft because of what we do with digital, as well as more and more with television because of Xbox.
"It's early days but we're starting to put that together in more of a unifying way, and hopefully at some point we can start to offer that to advertisers broadly."
"It could have a big impact on advertising pricing," he added, referencing the Xbox One's ability to determine if people are paying attention to adverts.
Perhaps unsurprisingly, Mehdi's comments faced a bit of a backlash, and Microsoft has been quick to step up and deny the concerns.
Mehdi issued a statement to Advertising Age clarifying that the Xbox One and Kinect will not spy on its users.
He backtracked, "Microsoft does not have plans to target ads or content based on any data Kinect collects, and we will not in the future unless someone chooses to allow us to do so. Even then, we would give them a clear expiation of what is collected and how it will be used."
Microsoft's Major Nelson has also stepped up to claim that critics' claims are false. He said on Twitter, "TL;DR We do not collect information to share or sell. You are fully in control of your personal data. Your privacy is important to us."
If you're convinced, the Xbox One will go on sale in the UK on 22 November. µ