Advanced Television

BT re-starts Phorm trials

September 29, 2008

BT is about to start further trials of a controversial internet advertising technology. The Phorm Webwise system watches what people do online and shows adverts tuned to their interests. From 30 September, a sample of BT’s customers will be invited to "opt in" to a trial of the technology. Early trials ran without the consent of customers which led to complaints from rights groups who said this broke laws governing the interception of data. The third trial was originally scheduled for March but has been repeatedly delayed. Those that are invited to take part will see a special webpage appear when they start browsing the web. In a statement BT said customers would be able to opt in, opt out or ask for more information via the pop-up page. A spokesman for BT said the trial would run for "at least" four weeks and that it hoped 10,000 customers would take part. …

Categories: Advertising, Articles, Broadband