The British Computer Society (BCS) is urging
Phorm and other profile-based internet advertising systems to
adopt an "opt-in" approach to help build consumer trust.
"For a long-term and beneficial model, it is vital that the
public trust advertisers and their ISPs to protect them and their
privacy," said David Clarke, BCS chief executive.
"Part of gaining that trust has to be using good practice on
consent, and that means asking people to opt-in to use the system"
he said.
The Foundation for Information Policy Research and the Open
Rights Group, a campaigning organisation that raises the awareness
of digital rights and civil liberties issues, has produced an
analysis of Phorm's system, highlighting potential privacy issues.
Working with Simon Davies of privacy consultancy 80/20 Thinking,
Phorm has also engaged in open public debate on the
implications of their system - a move praised by the BCS.
"Phorm's willingness to engage in open public debate on the
impacts of their system is to be commended," said Clarke. "Rather
than retreating to the bunker, Phorm has faced its critics, and
this has helped focus on the real issues rather than the imagined
ones. This is an approach we would like to see companies take more
regularly."
The BCS has not commented on the precise legalities of Phorm,
but has expressed concern over the implications of the use of such
systems without proper consent.
"BCS members involved in work of this kind should think very
carefully about the implications of these systems, and the BCS
professional code of conduct they have agreed to. Failure to abide
by that code could lead to expulsion. Members should always be
mindful of current good practice, such as opt-in, and their duty to
the public, as they implement systems like this," Clarke said.
The BCS intends to continue to closely monitor developments in
this area.