Bad Phorm?
ISPreview.co.uk, an independent UK information site, recently conducted a survey of over 1090 of its readers to find out what they would do if their ISP adopted the controversial Phorm advertising system.
The results reveal that 57 per cent would leave their current ISP without hesitation. Phorm, a digital technology company based in London, New York and Moscow, is working with several UK ISPs including BT, TalkTalk and Virgin Media, to develop a system that anonymously monitors the websites you visit. The information gathered is then used to develop targeted advertising campaigns.
Of all the people surveyed, just two per cent said they wouldn't leave their ISP if it adopted Phorm, and 16 per cent said they were undecided. The remaining 25 per cent admitted to being unaware of what the Phorm advertising system actually is.
Mark Jackson, editor of ISPreview.co.uk, said, "Consumers are sending a clear message to ISPs that they don’t want Phorm and are even prepared to leave if it is forced upon them, regardless of whether the provider is offering an opt-in solution or not. It looks like Phorm will never be acceptable to the majority, no matter how the pr is spun."
Our very own readers have been vocal on the issue after HEXUS user, Lee, posted the question; Phorm - a sign of things to come?
Though consumers are clearly very much against Phorm adoption, BT is preparing to run another trial with 10,000 of its customers.
