Behavioural ad targeting network Phorm has lost another likely client – Orange has decided against it on privacy grounds. Orange's online ads SVP Paul-FranÃ§ois Fournier said: "Privacy is in our DNA, so we need to be honest and clear about what we are doing. We have decided not to be in Phorm because of that. The way it was proposed, the privacy issue was too strong." Guardian News & Media had earlier considered adopting Phorm, too, but backed down over fears the privacy aspect didn't sit well with its brand image.