Virgin is still reviewing Phorm

Virgin Media has confirmed that it is still reviewing a number of interest-based advertising options, including Phorm’s targeted ad service Webwise.

Virgin is the third and only remaining potential UK ISP partner, which could trial or launch Phorm’s controversial behavioural targeting service, following BT and TalkTalk’s decision to pull out of their agreements last week (see TalkTalk ends agreement with Phorm).

Virgin has been conducting a technical and legal consultation on Phorm’s Webwise technology over the past 18 months, but has never trialled the system over its network.

However, Virgin has said that it supports the opportunity represented by interest-based advertising for consumers, ISPs and online companies.

In a statement, Virgin said: “Given the fast moving nature of the sector, Virgin Media is reviewing potential opportunities with suppliers including Phorm prior to making any commitment to launch any of these technologies.

“We recognise some consumers have significant concerns about the potential implications of interest-based advertising for their privacy. Virgin Media is committed to ensuring that any future deployment complies not only with the relevant legal requirements but – as an absolute minimum – the best practice guidelines contained in the Internet Advertising Bureau’s recently published code of practice.

“Virgin Media will communicate openly and transparently with consumers before and after any future deployment of interest-based advertising technologies across its network.”