BT Would be Web-Wise to Get Back on Phorm

Although BT stated that it ditched Phorm’s Webwise system because of cost-saving issues, it seems clear enough that it was only to refrain from offending its customers. Phorm's behavioural targeting system tracked sites visited by Internet users to facilitate relevant ad-delivery and became controversial after criticism of privacy invasion. These privacy concerns did not come from ISP consumers but instead have been voiced by a small group of mis-informed privacy advocates.The negative publicity that has been whipped up against Phorm – and, as a result, behavioural targeting internet ad-delivery in general – is unfortunate. The benefits for customers themselves are too often overlooked. Targeted advertising is a great way for ISPs to generate income which can be ploughed back into improving networks for customers and reducing the cost of broadband packages. The dropping of Webwise means that BT has missed this golden opportunity to deliver a better quality and potentially cheaper service to consumers.The privacy issue has also arguably been blown out of proportion. Of course privacy should always be a concern in this day and age, but as often stressed by Phorm, the privacy of customers is protected as identities remain anonymous. Simon Davies, founding member of surveillance and privacy watchdog Privacy International, even commends Webwise’s minimal collection of personal information.Although privacy advocates have called for an opt-in approach to be made available to users of Phorm, this would be disastrous as opt-in means behavioural targeting ad providers like Phorm would have the consent of users to access all their personal information and surfing habits.Phorm could have made things much easier for themselves by being completely transparent about their service and opt-in/opt-out approach. That way, not only would all legal issues surrounding Phorm be irrelevant, customer satisfaction would also still be fully guaranteed.