Consumer Power and Phorm

Talk Talk has backtracked on the Phorm issue. Instead of setting up the service as opt-out, they have been persuaded by customer reaction to provide it as opt-in:

Broadband provider TalkTalk has confirmed that it will allow customers to ‘opt in’ to Phorm’s controversial new advertisement system.

Those of us who expressed suspicion about Phorm’s motivations have those suspicions confirmed by Nate Elliott commenting on Talk Talk’s announcement.

The fact that TalkTalk has decided to let consumers choose whether they want to sign up to the service is likely to be a blow for Phorm, thinks Nate Elliott, an analyst with Jupiter Research.

“Ideally Phorm would like to have automatic access to all users but TalkTalk has gone for the safe option of opt-in which could limit the number of consumers,” he said.

Yes, I’m sure they would. And, yes, I’m absolutely sure that it will reduce dramatically the likely mugs that they will be able to target. That is the whole point; we, the consumers, don’t want their “service” – the ISPs do.

For ISPs desperate to retain customers entering the untested world of behavioural targeted advertisng is “scary”., said Mr Elliott.

“If ISPs do something that consumers see as a violation of their privacy then they will simply change provider.”

Yep. You got that right. It is a violation of privacy, it will mean people changing their ISP – I would do so immediately if my ISP signed up to this and I would inform them in no uncertain terms why I was doing so. I would make absolutely sure that they realised that selling my information would cost them more in the long run than not doing so.

And, for Phorm; this little piece of wisdom. We, the consumers, are pig sick of slimy salesmen trying to flog us their wares at every opportunity. If I want goods or services, I’ll go and seek them out. When I do so, then the advertising on the site in question is appropriate and acceptable. Otherwise; fuck off and leave me alone. Long live Adblock.