There’s a browser war going on. Google’s dominance with its market-leading Chrome may seem insurmountable, but everything could change if the DOJ’s looming dissolution gains traction. And Microsoft, at least as far as the desktop Windows market is concerned, is eagerly waiting to go after Chrome’s 65 percent market share.

In its effort to push Windows users to Edge, Microsoft is flexing its browser’s security features. As Windows threats increase, Microsoft advises companies to encourage the use of “Microsoft Edge and other web browsers that support Microsoft Defender SmartScreen, which identifies and blocks malicious websites, including phishing sites, scam sites, and websites that host malware.” Simple in other words: not Chrome. This is no different than the various campaigns Microsoft has run to intercept new Chrome installations on Windows computers and spread the same Edge security message.

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Microsoft’s more recent warnings are part of a corporate offensive that cleverly advocates for a common, CISO-sponsored approach to sharing Microsoft’s various security platforms. But if consumers switch browsers at work, they might do the same at home. And that could pose a bigger threat to Chrome.

Google is now fighting back with a campaign aimed at delivering updated, security-focused Chrome messages to its 3 billion Chrome users and showing them why they can trust the technology. “At a time when privacy and security are top priorities,” said Adrienne Lofton, vice president of consumer marketing, “we have launched a new campaign to educate the world and show how safe Chrome is.”

The PR surrounding this “The World’s Most Trusted Browser” campaign states that it will “set new standards for Chrome security” and also “claim rightful ownership as the world’s most trusted browser, providing security and protection.” . By leveraging Chrome’s demanding privacy requirements, this will “educate users and highlight how Chrome protects billions of users online every day.”

That’s a difficult question. Especially in the immediate wake of the revival of tracking cookies, it’s not at all clear what’s really next and when that’s likely to be. “Privacy and security are often confused,” says Lofton, “and what most consumers don’t realize is that without security, there can be no privacy.”

The campaign was designed by Arts & Letters. Founder Charles Hodge explains: “Since its inception, Chrome has innovated, updated and worked to make the internet a safer place for everyone.” With this campaign, we are building on Chrome’s established design system to enhance the features and standards highlights that make it the world’s most trusted browser.”

The campaign is now live and will feature billboards, online ads and videos, including “meme-filled social videos highlighting Chrome’s built-in security features.” Topics include Chrome’s real-time threat analysis, protecting users before they click on links to websites deemed dangerous, real-time password management, and the sheer size of the platform that makes it the “most trusted browser in the world.”

However, the setting is a challenge. Not only is the threat from the Department of Justice lurking, but also the uncertain future of tracking cookies, which, regardless of new security innovations, puts Chrome’s privacy at its core. It’s clearly better for consumers to see the death of these cookies, and yet (surprisingly) they’re still around.

Google wants to replace cookies with an opt-in option for users to decide how they want to be tracked. But this proposal is the latest to enter the regulatory fray as Google tries to assuage advertising industry concerns. “It’s been more than two months now” Ad Exchanger says: “And Google didn’t share any further information. What will the mechanism be? How will it work? Will it be an opt-in or an opt-out? Where will it live in the browser…”

Even this elimination of tracking cookies will lead to some competing offerings between Microsoft and Google, with the former launching its own alternative to the latter’s privacy sandbox. The “Privacy-Preserving Ads API is coming to Microsoft Edge” is now released in limited developer preview.

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Security and privacy are both critical, and one does not preclude the need for the other. Yes, there’s a case for Edge over Chrome when it comes to malware protection, but Google’s security innovations are also commendable and there’s no real reason to abandon Chrome for security reasons. When it comes to data protection, however, the situation remains completely different.

Meanwhile, Microsoft will continue to direct its security message to enterprises, with Edge being part of its recommendation. “By understanding these evolving threats and implementing recommended mitigations, organizations can better guard against these sophisticated campaigns and protect digital assets.”

For all Windows users, Chrome has just been updated to 130.0.6723.58/.59. Given recent security threats, amplified by Microsoft’s warnings, it’s important to keep your browser up to date. Remember to reboot after installing the update.