Advertising based on website visits

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03 April 2008

Phorm have announced that 3 major UK Internet Service Providers will allow them to use technology to present adverts to customers based on the nature of websites they visit. Phorm stated that their system does not allow the retention of individual profiles of sites visited, and that they hold no personally identifiable information on web users. 

BT will run a trial with around 10,000 broadband users later this month. BT have stated that unless customers positively opt in to the trial, their browsing will not be monitored and that the system does not store personally identifiable information or retain browsing histories. Search information is deleted almost immediately and is not retrievable. The ICO will be monitoring the trial and have moved to reassure the public in a recent press release.

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