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
    Kent Begum, 19 Sep 2008 @ 8:34am

    This article could have come jointly from the we’ll-see-what-the-European-Commission-says dept. It would be like the USA deciding on net neutrality and then allowing one state to go off and do whatever they wanted to with their little bit of the Internet. If a UK ISP is allowed to intercept the communications between one of their customers and, say, someone in Germany, they’ll be intercepting the communications of the Brit and of the German. Whether the UK government likes it or not, it has to fit in with the rest of the EU.

    There is concern that the ISPs wouldn’t clearly communicate the implications of Phorm’s product to their customers. They’ll claim ‘better’ adverts and that your computer will be infected with malware or you’ll lose all your money to phishing, if you don’t sign up. All the negatives are likely to be downplayed and buried in a ‘privacy policy’, and I think we know Mike’s views on those.

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