iRobot faced widespread media backlash and consumer outcry when it came to light that the company was considering selling maps of customers’ homes for additional revenue. Though iRobot’s privacy policy states that its Roomba robotic vacuum collects data as it cleans, consumers and privacy advocates were shocked to learn that iRobot might “reach a deal” to sell this data – including details about home interiors - to major tech companies involved in developing “smart home” technology. Amid negative media coverage and consumer backlash, the company was forced to walk back its statements and clarify that it would not undertake any mapping or data extraction efforts without consumer opt-in. 

Microsoft was roundly criticized for broadly interpreting its own privacy policy to justify searching a Hotmail account for the company’s benefit. As part of a search for an insider who had leaked company information, Microsoft scoured the Hotmail inbox of the blogger publishing information on the leaks. The company initially defended its actions when the search became public, claiming its privacy policy authorized the search. After significant backlash from users and the press, Microsoft reversed its position, apologized for its actions, and changed its privacy policy to require the company to refer matters involving Microsoft property to law enforcement.

In early 2010, Google tried to jump on the social networking bandwagon by releasing its own service, Google Buzz. But the biggest buzz about the new service focused on privacy because Google pre-populated “following” lists with frequent chat and email contacts and made that information public by default. Media articles called Buzz a “privacy nightmare” and warned that Buzz “managed to completely overstep the bounds of personal privacy.” Within weeks of launch, Google Buzz became the subject of an FTC privacy complaint and a class action lawsuit that resulted in an $8.5 million settlement. Google ultimately axed the entire Buzz service.