TalkTalk has announced it will be allowing customers to 'opt in' to Phorm: an advertising system which tracks internet usage.

Broadband customers who select TalkTalk as their service provider will be offered the option to sign up to Phorm, rather than being presented with the marketing tool by default, reports the BBC.

A spokesperson for TalkTalk told the new provider: "We will be endorsing and recommending take-up of the system but we want to ensure that customers make their own decision."

However, the advantages of Phorm were also highlighted by the spokeperson, who explained that it can offer targeted advertising based on user interests, as well as anti-phishing alerts.

Some customers signed a petition to Downing Street over the use of Phorm, calling it an invasion of customer privacy, although the company claims that all information gathered is done so anonymously.

In April 2006, TalkTalk launched its free broadband service, leading to it announcing its one millionth customer in October 2007.

Wednesday, 12th March 2008

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