4 April 2008 
 
Phorm advertising – ICO statement 
 
A spokesperson for the Information Commissioner’s Office said: 
 
“The ICO has received a number of queries concerning the recent announcement by 
Phorm that 3 major UK Internet Service Providers have agreed to allow them to use 
technology, developed by Phorm, to present adverts to their customers based on the 
nature of the websites they visit.  
  
“Understandably, this has provoked considerable public concern. We have had detailed 
discussions with Phorm. They assure us that their system does not allow the retention of 
individual profiles of sites visited and adverts presented, and that they hold no personally 
identifiable information on web users. Indeed, Phorm assert that their system has been 
designed specifically to allow the appropriate targeting of adverts whilst rigorously 
protecting the privacy of web users. They clearly recognise the need to address the 
concerns raised by a number of individuals and organisations including the Open Rights 
Group. We welcome the efforts they are making to engage with sceptical technical experts 
and believe that it is only by allowing their technology to be subject to detailed scrutiny by 
independent technical experts that they will be able to prove their assertions regarding 
privacy.  The ICO strongly supports the use of technology in ways which enhance rather 
than intrude upon privacy, and plans to produce a report on “Privacy by Design” later this 
year. 
  
“We understand that the technology is not yet in use and that BT intends to run a trial 
involving around 10,000 broadband users later this month.  We have spoken to BT about 
this trial and they have made clear that unless customers positively opt in to the trial their 
web browsing will not be monitored in order to deliver adverts.  BT has also stated that the 
system does not store personally identifiable information, URLs, IP addresses or retain 
browsing histories and that search information is deleted almost immediately, and is not 
retrievable. 
 
“We will continue to maintain close contact with Phorm and BT throughout the trial.  Clearly 
the trial should reveal whether this is a service that web users want, whether it is privacy 
friendly and that users are comfortable with the privacy safeguards put in place by Phorm.” 
 
 
For all media enquires, please contact the ICO press office on 0207 025 7580. 
 
For all general enquires, please contact the ICO customer service team on 08456 
306060. 
 
 

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