Snapchat boss makes 'don't be creepy' pledge

Evan Spiegel extolls the vitrues of advertising that 'fits the context of the story' rather than pre-rolls or banner ads

Google's motto, lest we forget, is "Don't be evil". It seems that Snapchat's catchphrase might now be summed up as "Don't be creepy".

Evan Spiegel, the 24-year-old chief executive of the messaging app, has told a gathering of advertising types that he and his colleagues "really care about not being creepy".