Phorm gets UK go-ahead

As reported by Revolution Magazine, the UK government has released a statement that declares Phorm's ad targeting technology legal. This seems to make sense based on all the research I have done, including meeting with Phorm directly and talking in depth with those that are against Phorm.

Phorm are starting trials to install its software on ISP-users PCs and will be ready for advertisers in 2009. Phorm remains an interesting one to watch, and if it works as planned then it has the potential to be the next generation of digital advertising, it is certainly on my list of innovative companies to watch.

There is no escaping that their methodology is controversial, but if they remain as transparent as they are planning on being, and truly offer an opt-in and opt-out choice for the consumer, then all should be fine.