Microsoft is using adverts in national newspapers to slam Google's recent privacy changes as the rivalry between the two firms becomes ever more acrimonious.
Last week, Google announced it will consolidate 60 separate privacy policies into a single document in an attempt to appease governments who have been urging the firm to simplify its legal protocols.
Now in adverts placed in newspapers such as The New York Times and the Wall Street Journal, Microsoft has argued that the policy changes are to give advertisers better access to customers by supplying them with one large pool of data, rather than many disparate data sets.
"Every data point Google collects and connects to you increases how valuable you are to an advertiser," the adverts read.
"The changes Google announced make it harder, not easier, for people to stay in control of their own information," said Shaw.
"We take a different approach - we work to keep you safe and secure online, to give you control over your data, and to offer you the choice of saving your information on your hard drive, in the cloud, or on both."
However, Google policy manager Betsy Masiello, put forward a response to what he called the "myths" surrounding the changes the firm is making to its privacy policies in a blog post.
"Our privacy controls have not changed. Period," said Masiello.
"The vast majority of the product personalisation Google does is unrelated to ads, it's about making our services better for users."
The Microsoft advert attack on Google comes amid rising tensions between the two firms.
Last September, Google accused Microsoft of using extortion to prop up its failing smartphone business as the Redmond firm signed deals with firms using Google's own Android operating system.
Rosalie Marshall is the special projects editor and chief reporter at V3. Previously she was a reporter for IT Week and channel editor for online television site LocalGov.tv. Rosalie covers government IT, business applications, IT skills, open source technology and social networks.