A new social media network - pitching itself as an anti-Facebook - is growing in popularity, according to technology experts.
Ello, currently in an invites-only beta stage, carries no advertising, and boasts a minimalist template style - in stark contrast to developments on the dominant social media platform.
It intends to make money by selling advanced features to current users rather than hosting adverts.
In a statement, the website says: Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data. Advertisers buy your data so they can show you more ads.
"You are the product that's bought and sold.
"Collecting and selling your personal data, reading your posts to your friends, and mapping your social connections for profit is both creepy and unethical.
"Under the guise of offering a 'free' service, users pay a high price in intrusive advertising and lack of privacy.
"We also think ads are tacky, that they insult our intelligence and that we're better without them."
The site's minimalist style is also in direct contrast to Facebook, with large pictures complemented by small text and a black and white colour theme.
However, with a minimal style comes a lack of options. It appears all you can do is post pictures and make comments, with a long way to go until it matches the interactivity of Facebook and Twitter
