Bad Phorm: EU demands UK Government response on intrusive web ad tracking technology

Davey Winder
Wednesday, 06 August 2008 17:49

IT Policy - Regulation

The BBC reports that "no action would be taken against the telco due to the difficult nature of explaining to consumers what it was doing."

Great, the cover it with bullcrap and it comes up smelling of roses argument wins again. Well, not quite, it seems. Now the European Union Commissioner for Information Society and Media, Viviane Reding has got involved.

She has written to the UK Government to formally ask them for clarification on whether Phorm has broken European data laws. With BT due to start a more widespread trial of 10,000 users any time now, the answer cannot come soon enough.

Although the exact details of the EU letter are not known, and sadly there have been no comprehensive leaks on this occasion, it has been widely reported that the Government has until the end of the month to respond.

Pressure from the EU, an e-petition at the 10 Downing Street website which to date has received more than 16,000 signatures, and relentless campaigning by privacy groups will all ensure that the Government listens.

Whether it will force the Information Commissioner, BT or Phorm to change their respective minds is, of course, another matter altogether.
 
"We will continue to maintain close contact with Phorm and BT throughout the trial," says an Information Commissioner's Office spokesperson. "Clearly the trial should reveal whether this is a service that web users want, whether it is privacy friendly and that users are comfortable with the privacy safeguards put in place by Phorm."