Selling fear: Marketing for cybersecurity products often leaves consumers less secure

Scare tactics might help sell security products, but they can actually make you less safe. selimaksan/E+ via Getty Images

You have likely seen multiple ads for products and services designed to make you more secure online. When you turn on your television, see online ads, or even when you get in-app notifications, you are likely to encounter cybersecurity technology marketed as the ultimate solution and the last line of defense against digital threats.

Cybersecurity is big business, and tech companies often sell their products based on fear. These campaigns are often rooted in what I call the technology vs. user cycle, a feedback loop that creates more problems than it solves.