Britons are concerned about their private e-mails being scanned
to allow them to be targeted by
tailored ad campaigns.
More than 40% of British consumers have concerns about their
free e-mail provider scanning their personal e-mails for
advertising purposes, according to research from
free e-mail provider GMX, which does
not scan its 11 million active users for ad campaigns.
From those surveyed, 40% did not know that it was common
practice at some large free e-mail providers to scan private
e-mails for keywords that are then linked to
targeted advertising around their inbox.
The survey of 1,800 UK consumers also found that Britons are
heavily reliant on their free e-mail services, with the average
Briton using two separate personal accounts and checking them at
least once a day.
One third of Britons (33%) believed that users should be able to
opt out of ad scanning should they so wish. Not all users agreed
though, with 18% of respondents saying they were not bothered by
the practice, and 2% regarding the practice as being in their best
interest.
Those most dissatisfied with the practice were in the 25-34 year
old age group. By geographical location, London was by far the most
concerned region, with over 46% there concerned.
Although all e-mail providers, including GMX, automatically scan
incoming e-mail content in order to help protect users from Spam or
virus e-mails, many of GMX's competitors use private e-mail content
in the body of an e-mail to tailor advertising to the individual
user.
A number of ISPs are also now considering using the Phorm web
behaviour tracking system, to allow their customers to be better
targeted by ads. This has already caused a privacy outcry.