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BT starts new Phorm web-tracking advert trial

System targets ads based on your web behaviour
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BT has restarted trials of a controversial web-tracking ad technology following backing from the UK Government.

The ad-targeting system BT Webwise looks at the web-browsing patterns of users and puts adverts related to that history on to websites.

Trials of the platform, run by Phorm, took place earlier this year without the explicit consent of BT internet customers, and attracted complaints from internet campaigners.

Legal backing

The new trial follows a statement from the Department for Business, Enterprise and Regulatory Reform (BERR) saying BT Webwise does not breach European data laws.

In a statement Phorm said, ‘Following successful completion of this trial and an appropriate period of analysis and planning, it is currently expected that Phorm’s platform will be rolled out across BT’s network.’

BT says this latest trial will work on an ‘opt-in’ basis only. Customers can only take part if they accept an invitation to try out BT Webwise rather than being automatically included.

Find out more about online privacy in the Which? guide to Protecting personal details.

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