TalkTalk makes Phorm optional
Wednesday 12 March 2008
Following the controversial news that the UK's main ISPs will be adopting Phorm's targeting advertising service,
TalkTalk has issued a statement in order to calm customer concerns revealing that the implementation with be on an "opt-in" basis.
Rather than have to opt out of the service TalkTalk has decided to give their customers the choice to be a participant of the service. They also promised that those who have not chosen to participate will "not ever come into contact with any Phorm equipment hosted within TalkTalk".
However, despite their wary approach the statement was keen to point out that they had been reassured by the advice of the Lawyers, Accountants and Home Office that Phorm was "not an invasion of privacy". The statement concluded that Phorm had the highest protection and integrity of anonymity of any similar service they knew of.
"By making the service Opt In, we feel the onus remains firmly with Phorm to make the service useful and compelling enough that subscribers will choose to join it," said a TalkTalk spokesperson. "If it fails to do this, it will itself fail."
Source:
ISPreview
