Controversial Phorm Gets Green Light
ADOTAS – As NebuAd continues to feel the sting of defeat over it’s ad-targeting practices in the U.S. (and the loss of several employees and its CEO), competitor Phorm is being given the go-ahead in the U.K. for essentially the same targeting methods. Both companies have been cited for their controversial behavioral targeting methods, but it looks like Phorm has found shelter across the pond.
While the U.K. government acknowledged concerns over the legality of Phorm’s ISP-based ad-targeting technology, it rubber-stamped Phorm’s plan to be carried on several U.K. ISPs, including BT Group, TalkTalk and Virgin Media.
Phorm’s plan to notify users and get their permission to target them with relevant ads has been credited with their ultimate success.
“After conducting its inquiries with Phorm, the U.K. authorities consider that Phorm’s products are capable of being operated in [a legal manner],” The U.K.’s Department for Business, Enterprise and Regulatory Reform, said in a statement. However, consumers must be “presented with an unavoidable statement about the product and asked to exercise a choice about whether to be involved,” the agency said.
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