ISBA calls on Europe to halt legal action over Phorm trials
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UK-- The Incorporated Society of British Advertisers (ISBA) has told the European Commission it should cancel its legal proceedings over the UK government's handling of Phorm's online targeted advertising system.
The EC commenced infringement proceedings against the UK this week over the way EU privacy laws had been interpreted following revelations that internet service provider BT had conducted secret trials of Phorm's technology, which tracks the websites an internet user visits to match them with relevant advertising.
However, ISBA said that any concerns over the technology “can and should be addressed by the UK's successful system of advertising self-regulation”.
ISBA marketing services manager David Ellison said: “Although we understand there are some concerns over online behavioural targeting, ISBA has confidence in the ability of the UK self-regulatory system and in the IAB's principles for users of this new technology.
“The UK advertising industry has proven over the years that it can very effectively police itself,” he said. “We see little need for intervention.”
Yesterday, Amazon became the first major website to opt-out of having its pages scanned by the Phorm system.
Author: James Verrinder
Related links:
Privacy group tells sites to opt out of Phorm
