UK Says Phorm Clickstream Tracking Is Okay... If Clearly Explained To Customers

from the we'll-see-what-customers-say dept

With US-based clickstream tracking company NebuAd on the rocks, similar UK competitor Phorm has actually received approval from the UK government, despite concerns over legality. Apparently, the UK has decided that as long as Phorm clearly states what's happening, allows easy opt-outs (even if users change their minds later), then it's fine. What's not clear, though, is how the government will treat Phorm's early tests, which did not include clear notification or easy opt-outs. In the meantime, if such programs really are clearly communicated to users, do you think enough people would opt-in to make it worthwhile?
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Filed Under: clickstream tracking, uk
Companies: phorm


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  1. identicon
    Just Me, 19 Sep 2008 @ 6:58am

    Opt-in or opt-out?

    My biggest concern with a "service" like this is the wording of the companies opt-in or opt-out setup.
    If they are within the law making a deal with your ISP that all customers get "opted-in" when they sign up with the ISP (buried in the fine print) then all of a sudden you ARE opted in and most people will never even know it or know to opt-out.

    If, on the other hand, they have to have a specific "This is to opt-in for our Services and here is what we do..." sort of check box then that I can live with.


    I kind of like #7's idea as well. I don't typically bother blocking ads on the whole but if I could yea/nay approval per add then that would help me see only ads I want and help them see what adds people like/don't like. Maybe if enough people Nay/Thumbs Down those annoying animated ads marketers will get a clue and STOP making them...but I think that might be giving them too much credit.

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