One embodiment provides a method, including: accessing, on a mobile end user device, a media file; processing, using a processor of the mobile end user device, the media file to characterize the media file; detecting, using the processor, at least one privacy-sensitive characteristic of the media file; and setting an indicator, using the processor, denoting the media file as privacy-sensitive prior to permitting the media file to be stored on a cloud account device. Other embodiments are described and claimed.