1. Cliqz is not an advertising company, it's a search company and we push hard for privacy protection in everything we do (private search, antitracking, adblocking, etc.) 2. Privacy policies are legally binding, and in ours we state that no personal data is collected. We designed our features and products to not require collection of any private data (that includes our search engine). 3. I'd like to point out that in Firefox, by default, your queries are sent to advertising company Google. So I don't understand all the heat when Mozilla tries to find more privacy-friendly alternatives to Google. In this case, they replaced Google by Cliqz (again, an independent German search company focusing on privacy, building its own index: no Bing results involved) in Germany, for 1% of the users. That seems to perfectly fit in Mozilla's mission of protecting users' privacy.