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Looking at the Phorm

• Darren Waters
• 6 Mar 08, 15:00 GMT

Behavioural advertising through monitoring a user's web habits is an ethical and legal minefield. More and more systems are being developed that can assess our interests and passions from our web surfing habits and then target us with bespoke advertising.

And unless there's a radical shift in governmental policy around the world, this certainly seems to be the future of advertising online.

But the debate about what can be done with personal data, how it is used or stored, who does the storing and using, and what control we, as consumers, have is an important one.

In one sense it looks a straightforward proposition - no-one wants to see irrelevant adverts plastered on websites when online.

But take the model offline and it feels different: imagine a marketing man who trailed you through the streets as you shopped at different stores, or watched you as you played in the park with your children, and then came into your home and took notes on the TV programmes you watched, books you read etc.

And then imagine that he pushes adverts through your door, creates advertising hoardings and TV and radio campaigns targeting you directly....

Is that an uncomfortable thought?

Perhaps he says he doesn't know who you really are, that it's just your habits that he knows; perhaps he promises not to tell any of the advertisers about you, and that he will destroy his notes in a few weeks. He says he won't look at your bank statement, or ask your friends for more information.

He also says you can tell him to go away at any stage and he will immediately; but unless you do, he will follow you and note down your habits as a matter of course.

Do you feel more comfortable?

For some people the idea, offline or online, is just not acceptable.

Simon Davies, of , told me: "Behavioural advertising is a rather spooky concept for many people."

He has looked at Phorm's privacy measures and has been impressed. I should also make clear he did this not as director of PI but as part of his role with start-up 80/20 Thinking.

But that model of behaviour tracking is being touted by US firm . It has signed up UK ISPs, BT, Virgin and Talk Talk to trial the technology.

BT told me that each users privacy is 100% secure. And that the service is a "benefit to users" because they get more relevant advertising.

Certainly the deal with Phorm has caused some controversy. The Guardian has an excellent piece .

We're a bit late to this story - so apologies. But we've got an , who was asked by Phorm to look at the firm's personal information protection measures.

He has come away impressed with the steps Phorm has taken. But he does feel strongly that Phorm should be opt in and not opt out.

So what do you think? A threat to our privacy? Or good use of technology for improving services?

UPDATE: If you want to put your queries/concerns direct to Phorm.....

The company's CEO, Kent Ertugrul will be available to answer your questions in a live web chat via the Webwise site at www.webwise.com/chat on 6 March 2008 from 20.30 GMT.

UPDATE TWO: Chris Vallance of Radio 4's has interviewed Kent Ertugrul. You can listen below.