Policy on reviews, advertising, influencers, and affiliates

We frequently get asked about our stance on third-party reviews of our VPN service and whether or not we engage in affiliate marketing. This topic is complicated, so here is an explanation of how it works and our position on the matter.

We never pay for reviews

It may come as a surprise that many product reviews found on the Internet are actually paid ads disguised as unbiased reviews. Sometimes, the more a company pays, the more favorable its product or service is reviewed.

From a consumer's standpoint, this makes it hard – if not impossible – to know when a review is genuine and when it's a biased advertisement.

We do not have affiliates, and do not pay for influencers

In other words, we do not pay anyone to write about Mullvad – good or bad. We don't even pay for links back to our website.

We do not allow third-party ads on our website

We are also not in the business of exchanging money to use our website as a platform for third-party blog posts, product mentions, or links.
If we mention another product or service, it is always our own opinion.

We do advertise

We buy outdoor ads. Sometimes to address political issues regarding mass surveillance (such as chat control). Sometimes to spread awareness about Mullvad VPN and privacy.

We pay for ads on Google Search, DuckDuckGo, Apple App Store and Google Play. We do that to reach those who are actively searching for a VPN service.

We also buy ads on Youtube, to reach out to a broader audience and to spread awareness about privacy. When we pay for ads on Youtube we always go for a wide audience, never micro-targeting based on people’s internet behavior.

We also advertise by sponsoring events and conferences when the mission is in line with our values.

Privacy is our focus

There are a variety of reasons for why a customer would use a VPN. Given a particular use case, Mullvad might (correctly or not) not always be at the top of that list. Our service might not be the ideal choice for all, but we resonate with those who put a high value on privacy, and we strive to protect that.

A selection of reviews about Mullvad

Since we choose to refrain from paid reviews, we rely on the few independent reviewers out there who provide a thorough, unbiased write-up. Here are a few mentions that we are particularly proud to have received:

• Freedom of the Press Foundation's "An In-Depth Guide to Choosing a VPN"

Thank you, customers

Of equal or perhaps even greater importance are the word-of-mouth recommendations from our satisfied customers who share our values. We strongly believe this will pay off in the long run.