The 'Phorm Controversy'

[rasoforos]

It seems that an Englishman's castle is his home but he also like it to have big draughty windows...

Phorm is a targeted advertisement method that aparently finds out what websites you visit through deep packet inspection and then directs ads based on your interests.

Made by an allegedly former spyware company, it is being criticised for invading the user's privacy.

Now it seems the EU is coming to the resque:

(Article by New Scientist)

Spoiler Alert, click show to read: 

Online ad targeting system breaks EU privacy rules

* 25 April 2009
* Magazine issue 2705. Subscribe and get 4 free issues.
* For similar stories, visit the Computer crime Topic Guide

A COMPANY planning to target advertising at individual users, based on the content of the web pages they view, is pressing ahead with trials in the UK despite a warning that it is breaching European rules on privacy.

In trials the company, Phorm, is running with a UK internet service provider, it intercepts the addresses of any web page that a user requests, and then goes to that page to discover what it contains. Last week, Amazon and Wikipedia said they would deny Phorm access to their web pages, and others are expected to follow.

The European Commission says that Phorm's system contravenes a European directive safeguarding the confidentiality of citizens' communications. It has given the UK two months to tighten regulations governing the interception of users' private data.

Some extra info:

i)
Wiki Wikipedia has already stated that they will block phorm and they were also caught altering their wiki.

ii) Phorm official website


iii) It seems that apart from data they also steal logos:

Phorm A small UK company.



My view: I have to see I am surprised that something like these even got to get off the ground. It is clearly invading people's privacy and can be abused in so many ways.

An ethical example I can think of is that, since it can detect anything you visit it will allow people to detect changes in your life (e.g a divorce) and use negative psychology to sell services. This is unethical.

I really wonder how people put up with this and haven't started a revolution...what's wrong with you Brits?


Proposed debates:

Is it spyware?

Is it legal?

Would you allow it to work for you?

Will the EU save the UK once more?

[KukriKhan]

From the Phorm website (link above):

Partner ISPs:
Add a significant new revenue stream with the OIX - ISPs will share in the $41 billion, fast-growing online advertising industry. Revenues scale quickly and accrue on top of all ISP portal and search revenue

From their (Phorm and their ISP partners) point-of-view, it's about money-generation. If a user's cookies reveal they surf for meatball recipes, don't bother showing them Viagra ads; instead, suggest cooking sites.

But the OIX tracking "feature" - probably a no-go. Users will wanna give or withhold their consent to being followed around. I wouldn't want it.

[lenin96]

I wonder what they would advertise to me if they found out the political websites I go on...

[rasoforos]

I wonder what they would advertise to me if they found out the political websites I go on...

Vacations to Siberia maybe?

[lenin96]

Vacations to Siberia maybe?