Phorm Rolls Out Next BT Trial
Phorm is set to launch its second BT trial today, offering the service to BT customers for a number of weeks before trials roll out with other companies.
The launch comes just weeks after the government confirmed it believes that Phorm is “legal” in a case presented to the European Union, following questions over the online ad systems legality.
In a statement released on September 17, the government said: “After conducting its enquiries with Phorm the UK authorities consider that Phorm’s products are capable of being operated in a lawful, appropriate and transparent fashion.”
Phorm’s system, which tracks web habits in order to provide better targeted ads, came under fire following claims that it had previously been trialled by BT without the consent of users (see UK Government Considers Phorm “Lawful”).
However, the government’s statement to the EU said that in future “users will be presented with an unavoidable statement about the product and asked to exercise choice about whether to be involved”.
The new trial will be offered to BT customers in the form of BT Webwise from this morning, before trials roll out to Virgin Media, Carphone Warehouse among others.
In a statement released yesterday, Phorm said: “Following successful completion of this trial and an appropriate period of analysis and planning, it is currently expected that Phorm’s platform will be rolled out across BT’s network.”
Phorm: www.phorm.com