UK News

The phuss over Phorm

The targeted online advertising company Phorm, which has been accused of spying, breaking the law and just about everything else in the last year, has launched its latest charm offensive in its battle to prove its innocence.

The British company sparked damning headlines last year when  it signed up the three biggest Internet service providers BT, Virgin Media and Carphone Warehouse to provide adverts to Web sites based on the surfing trends of users.

Phorm says the system is completely anonymous, does not store data on its users and will enable online publishers to make more money by showing more relevant adverts. With more interesting ads, there would also be fewer needed, they say.

Its service, which is yet to launch, has been welcomed by the media regulator and minister in charge of planning Britain’s digital future.

But its critics, who have formed Web sites, campaigns and a devoted following, say the company is “snooping” on online users and selling their surfing habits to advertising companies.

In its drive to win the PR battle, Phorm held its second “Town Hall” meeting on Tuesday evening to discuss the public’s concerns and questions.

Far from feisty, the meeting was a mostly civil affair although the top table, led by former Chancellor and non-executive director Norman Lamont, still faced many questions on how they handle the data.