The ‘VPNs don’t protect you’ take is technically correct but misses the actual story here. The UK ASA didn’t ban a VPN because it doesn’t work — they banned an ad for a legal privacy product because the ad criticized surveillance. That’s a different thing entirely.

The precedent being set isn’t about VPN efficacy. It’s about whether a company can run advertising that frames government surveillance as something consumers should be concerned about. The UK has been pushing mandatory VPN identity verification, client-side scanning proposals, and Apple backdoor demands. Banning an ad that says ‘and then?’ about that trajectory is regulatory pressure on the message, not the product.

Whether VPNs are a magic bullet is a separate conversation.