Reaction
Cambridge University professor Ross Anderson (left) and World Wide Web creator Sir Tim Berners-Lee have raised concerns regarding internet privacy and Phorm.Initial reaction to the proposed service highlighted deep concerns with regards to individual privacy and property rights in data. Phorm has defended its technology in the face of what it called "misinformation" from bloggers claiming it threatens users' privacy.
Most security firms classify Phorm's targeting cookies as adware. Kaspersky Lab, whose anti-virus engine is licensed to many other security vendors, said it would detect the cookie as adware. Trend Micro said there was a "very high chance" that it would add detection for the tracking cookies as adware. PC Tools echoed Trend's concerns about privacy and security, urging Phorm to apply an opt-in approach. Specialist anti-spyware firm Sunbelt Software also expressed concerns, saying Phorm's tracking cookies were candidates for detection by its anti-spyware software.
Ross Anderson, professor of security engineering at Cambridge University, said: "The message has to be this: if you care about your privacy, do not use BT, Virgin or Talk-Talk as your internet provider." He added that, historically, anonymising technology had never worked. Even if it did, he stressed, it still posed huge privacy issues.
Phorm has engaged a number of public relations advisers including Freuds, Citigate Dewe Rogerson and ex-House of Commons media adviser John Stonborough in an attempt to save its reputation, and has engaged with audiences via moderated online webchats.
The creator of the World Wide Web, Sir Tim Berners-Lee, has criticised the idea of tracking his browsing history saying that "It's mine - you can't have it. If you want to use it for something, then you have to negotiate with me. I have to agree, I have to understand what I'm getting in return." He also said that he would change his ISP if they introduced the Phorm system. As Director of the World Wide Web Consortium, Berners-Lee also published a set of personal design notes titled "No Snooping", in which he explains his views on commercial use of packet inspection and references Phorm.
Simon Davies, a privacy advocate and founding member of Privacy International, said "Behavioural advertising is a rather spooky concept for many people." In a separate role at 80/20 Thinking, a consultancy start-up, he was engaged by Phorm to look at the system. He said: "We were impressed with the effort that had been put into minimising the collection of personal information." He was subsequently quoted as saying " DOES NOT endorse Phorm, though we do applaud a number of developments in its process." "The system does appear to mitigate a number of core privacy problems in profiling, retention and tracking... we won't as PI support any system that works on an opt-out basis." Kent Ertugrul later said he made a mistake when he suggested Privacy International had endorsed Phorm: "This was my confusion I apologise. The endorsement was in fact from Simon Davies, the MD of 80 / 20 who is also a director of privacy international."
Read more about this topic: Phorm, Proposed Advertisement Service
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