The New York Times for Ello

October 23, 2014

Ello garnered headlines — and more than a few eye rolls — last month when people finally took notice of the budding social network and its promise to keep advertising off its site.

Now Ello is making clear that its commitment to an ad-free existence is real.

The invitation-only start-up plans to announce on Thursday that it has reincorporated as a public benefit corporation whose very charter forbids the company from using ads or selling user data to make money.