Over three years ago, the popular web browser Mozilla pulled all advertisements from Facebook over data privacy concerns. Now, the company is back on the platform with a series of ads that aim to educate users about how their data is being used by Facebook to target them.

These ads, which have a horoscope theme and target users based on their birthday, aim to disrupt feeds with an example of the kind of info that Facebook relies on to reach you. The ads then link to Mozilla’s site, which aims to educate users more about how data-driven marketing works. Above all, Mozilla says, the aim is to show people just how much of their data they’re giving up without being aware of it.

“Advertising on Facebook and Instagram means have this reckoning of what those tools represent,” Mozilla Chief Marketing Officer Lindsey Shepard said. “And for us they represent this super complicated ecosystem that isn’t inherently bad. Advertising isn’t inherently bad — which I know is kind of rich coming from a marketer which keeps the wheels turning on the internet — but what’s bad is how much data people are giving up without knowing it. They don’t know all of the data that is used to target them for things really specifically.”

Time will tell how Facebook responds to this clever campaign, but it’s an undeniably effective way to show users exactly what it means to share data.

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