Wikipedia to block Phorm
Wikipedia has become the latest publisher to block online advertising system Phorm from tracking users across its portfolio of sites.
The system, which builds profiles of users by scanning keywords on websites they visit and then assigns relevant ads, has been up against tough opposition over the past few weeks.
Wikipedia released a statement, which said: “The Wikimedia Foundation requests that our websites, including Wikipedia.org and all related domains, be excluded from scanning by the Phorm / BT Webwise system, as we consider the scanning and profiling of our visitors’ behaviour by a third party to be an infringement on their privacy.”
The company has insisted that the technology is not to be used across sites such as wikipedia.com, wikidata.org and wikibooks.com.
Last week, Amazon UK also blocked Phorm and released a company statement to say: “We have contacted Webwise requesting that we opt-out for all our domains” (see Amazon blocks Phorm).
The European Commission has also started legal proceedings against the UK over the behavioural ad company to address “several problems with the UK’s implementation of EU ePrivacy and personal data protection rules, under which EU countries must ensure… the confidentiality of communications by prohibiting interception and surveillance without the user’s consent” (see European Commission begins legal action on Phorm).
Viviane Reding, EU telecoms commissioner, said: “Technologies like internet behavioural advertising can be useful for businesses and consumers but they must be used in a way that complies with EU rules. These rules are there to protect the privacy of citizens and must be rigorously enforced by all member states.
“We have been following the Phorm case for some time and have concluded that there are problems in the way the UK has implemented parts of EU rules on the confidentiality of communications. I call on the UK authorities to change their national laws and ensure that national authorities are duly empowered and have proper sanctions at their disposal to enforce EU legislation on the confidentiality of communications.
“This should allow the UK to respond more vigorously to new challenges to ePrivacy and personal data protection such as those that have arisen in the Phorm case. It should also help reassure UK consumers about their privacy and data protection while surfing the internet.”