Apple is launching a major advertising campaign highlighting its handling of user privacy as the company hopes to set itself apart from other tech giants who face increasing scrutiny from lawmakers around the world.

The iPhone maker released an ad Thursday that it plans to air on prime time Thursday night and throughout the NCAA March Madness tournament.

“If privacy matters in your life, it should matter to the phone your life is on,” on-screen text reads in the ad.

{mosads}The new campaign comes as Congress is exploring ways to regulate the mass collection of user data for targeted advertising that many tech platforms have built their businesses on.

Apple has made an effort to distance itself from the controversies surrounding Google and Facebook’s business models. The company has argued that it minimizes the amount of data it collects from users and offers them control and transparency on those practices.

CEO Tim Cook has also taken repeated shots at Facebook’s handling of the Cambridge Analytica data privacy scandal. And he’s also called on Congress to come up with a strict data privacy law.

In an op-ed for Time earlier this year, Cook said the legislation should give users more control over what companies can do with their data and should give regulators the power to crack down on third-party data brokers trafficking in sensitive information.

“Meaningful, comprehensive federal privacy legislation should not only aim to put consumers in control of their data, it should also shine a light on actors trafficking in your data behind the scenes,” Cook wrote. “Some state laws are looking to accomplish just that, but right now there is no federal standard protecting Americans from these practices.”