In a move which is sure to see the UK government drawn into yet more controversy about data collection and retention it has been revealed that the UK authorities have given Phorm advertising the seal of approval and paved the way for future trials. While they authorities have stipulated that any further trials must have the direct consent of those involved – unlike the secret trials carried out by BT – this does not get to the core of the problem. Online tracking of internet usage to squeeze more money out of the online consumer – or as Phorm might put it, giving the consumer what they want.
Phorm is a system which is based around Web 2.0 in that it is more interactive with the user, allowing Internet Service Providers (ISPs) the chance to record the sites you visit and deliver adverts which are relevant to your interests. While the government seems to have overcome the potential problem with the Data Protection laws, in that by taking an IP address it is possible to identify the user, there is still much resistance in the market place.
However, there are many who still doubt whether Phorm will actually make it to the open market. |
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