Broadband users will leave ISPs that adopt Phorm advertising system

The majority of broadband users would leave their ISP if it adopted the controversial Phorm targeted advertising system, a study has revealed.

A poll of 1,090 readers of the ISPreview.co.uk site revealed that 57% of them would leave their current ISP if it adopted Phorm.

Phorm is a controversial system that works with some ISPs to develop targeted advertising campaigns by monitoring the websites users visit.

Phorm is currently working with several UK ISPs, including BT, Carphone Warehouse's TalkTalk and Virgin Media, to develop a system that anonymously monitors the websites users visit.

The situation for Phorm has not been helped by BT's decision to run two secret trials of Phorm on its customers without their consent, during 2006 and again in 2007.

Mark Jackson, editor-in-chief of ISPreview.co.uk, said, "Consumers are sending a clear message to ISPs that they do not 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."

In the survey, just 2% said they would not leave their ISP if it adopted Phorm, while 16% were undecided and nearly a quarter did not know what it was.

BT is preparing to run another trial of Phorm with 10,000 of its customers which, unlike its initial test, will require customers'

consent.