Hackers have intercepted around 200,000 private photos sent using the photo messaging app Snapchat on Thursday.
And unlike adverts on Instagram and Facebook, Snapchat's ads would not be targeted at unique users, they will just be added to a story for whoever is looking at the app, at that time.
How many of these photos might have been explicit and how many were of underage users is unclear.
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The range of devices and media may mean that another backup service like Dropbox or could be the originator of the leaked photos, with both services offering automatic backup tools for photos and videos imported from cellphones.