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Phorm goes live with BT
30 Sep 2008 | 00.00 Europe/London
After months of hype, public demonstrations, threatened legal action, a government review and recurring BT promises of a service “in the next few weeks”; Phorm finally launches on BT today under the Webwise brand name.
The controversial technology tracks web surfing histories for ISP customers (who have opted-in) and so can serve more relevant advertising which commands a premium which can be split between the site owner, ISP and Phorm.
The technology has been embroiled in an emotive campaign from privacy campaigners who claimed it broke UK and EU data protection laws but in the Spring the Data Commissioner ruled the service was legal so long as it stored no personally-identifiable information and was only offered as an opt-in service that constantly reminders users it is running with details of how they can turn it off, should they choose.
The green light for the BT Webwise trial to begin today is most likely last week’s decision by City of London police not to act on evidence collated by campaigners which claimed to show BT had carried out a small trial of the technology in the past but had not sought user opt-in.
To ensure users feel incentivised to sign up to allow their web habits to be monitored, Webwise adds an anti-phishing service on top of Phorm’s tracking capability, blocking accidental access to thousands of web pages believed to be used by online criminals.
The initial trial of Webwise starts today and will be rolled out to around 10,000 BT volunteers. The ISP’s subscribers will be randomly offered the chance to join the trial when they log on. Neither BT nor Phorm would confirm when this initial trial is due to end but both have stated their intention is to evaluate it at a later date with a view to launching it as a full scale service.
Neither BT not Phorm could confirm when the first targeted adverts will be served through the new platform or who the participating advertising agencies or brands would be.
Having won over the regulators, the service now needs to convince the advertising industry it has access to attractive sites whilst assuring those site owners it has the volume of adverts necessary to make the platform an attractive proposition.
The controversial technology tracks web surfing histories for ISP customers (who have opted-in) and so can serve more relevant advertising which commands a premium which can be split between the site owner, ISP and Phorm.
The technology has been embroiled in an emotive campaign from privacy campaigners who claimed it broke UK and EU data protection laws but in the Spring the Data Commissioner ruled the service was legal so long as it stored no personally-identifiable information and was only offered as an opt-in service that constantly reminders users it is running with details of how they can turn it off, should they choose.
The green light for the BT Webwise trial to begin today is most likely last week’s decision by City of London police not to act on evidence collated by campaigners which claimed to show BT had carried out a small trial of the technology in the past but had not sought user opt-in.
To ensure users feel incentivised to sign up to allow their web habits to be monitored, Webwise adds an anti-phishing service on top of Phorm’s tracking capability, blocking accidental access to thousands of web pages believed to be used by online criminals.
The initial trial of Webwise starts today and will be rolled out to around 10,000 BT volunteers. The ISP’s subscribers will be randomly offered the chance to join the trial when they log on. Neither BT nor Phorm would confirm when this initial trial is due to end but both have stated their intention is to evaluate it at a later date with a view to launching it as a full scale service.
Neither BT not Phorm could confirm when the first targeted adverts will be served through the new platform or who the participating advertising agencies or brands would be.
Having won over the regulators, the service now needs to convince the advertising industry it has access to attractive sites whilst assuring those site owners it has the volume of adverts necessary to make the platform an attractive proposition.
I am pleased to read that Data Commissioner has demanded that the service be 'opt-in' rather than opt-out. However after reading the Ernst and Young report from the BT Webwise website I am left slightly confused as it states the following:
"If a user delets their opt-out cookie, the the opt-out status, which is contained in the cookie, is lost, and the user will be opted-back into the Phorm Service."
"The Phorm Service website provides users with a simple opt-out form"
'Opt-in' is not mentioned anywhere in the document, could this be due to the document being out of date? Anyone that goes to the touble of opting-out will have to do so everytime they manually delete their cookies or have some anti-spware application do it for them.
30 Sep 2008 | 11.48 Europe/London
Very good point. BT is saying that it is working on a network level 'opt in' and 'opt out' solution so the two networks would be separate and not rely on cookies. They also suggest anyone concerned should block cookies from 'webwise.net'. However, you are right, it's not ideal. I think the report you mention is possibly out of date and so, my understanding and the Data Commissioner's understanding is that you will only be on Phorm if you give permission, you can't delete a cookie and then be signed up without your permission. Hence, the really important part is that BT is assuring if a cookie is deleted, you will get the initial welcome and invitation to join Websise again. BT will not make the decision of whether you are opted in or out for you, you will be asked again.
I think this will only be an issue during the trial as they are looking at a non cookie solution.
Sean
30 Sep 2008 | 12.04 Europe/London
Slightly misleading to say it has the regulator's blessing.
The system is under EU investigation for breaching data laws (illegal preliminary trials with no user consent to tracking and now, the cookie to 'opt in' is not sufficient - your data is still processed by the system, you just don't get the ads).
It is a strange affair. Most legal opinion now suggests that the previous trials were illegal under RIPA, but the competent authorities (police, home office etc) have no appetite to pursue this. This is where the suspicion that the government actually wants this, so they can spy on everybody comes from.
People should also be aware that the company producing this were (are) spyware developers who have, in the recent past, covertly installed root-kits onto to user's computers.
So your ISP are going to make money out of your data - where's your share?
09 Oct 2008 | 12.24 Europe/London
And let us remember one other point about the "Opt Out" or, as BT tends to refer to it "selecting not to take part"...
Opting out only (allegedly) stops Phorm's Webwise system categorising the private communication you are engaged in on the web... it does NOT currently mean that your data does not pass through the system created by the ex-adware/spyware company.
Not a situation I or anyone I hear speak of this is happy with.
09 Nov 2008 | 12.42 Europe/London