Facebook, which grew into a colossus by vacuuming up your information in every possible way and using it to target ads back at you, now says its future lies in privacy-oriented messaging that Facebook itself can’t read.

Mark Zuckerberg, co-founder and CEO, announced the shift in a Wednesday blog post apparently intended to blunt both criticism of the company’s data handling and potential antitrust action. Going forward, he said, Facebook will emphasize giving people ways to communicate in truly private fashion, with their intimate thoughts and pictures shielded by encryption in ways that Facebook itself can’t read.

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“This does nothing to address the ad targeting and information collection about individuals,” said Jen King, director of consumer privacy at Stanford Law School’s Center for Internet and Society. “It’s great for your relationship with other people. It doesn’t do anything for your relationship with Facebook itself.”