BT set to go ahead with Phorm

Phorm uses browsing information to serve targeted advertisements

BT has concluded its trial of the Phorm online advertising programme and is set to go ahead with its wide-scale deployment.

"The trial has now concluded and achieved its primary objective of testing all the elements necessary for a larger deployment, including the serving of small volumes of targeting advertising," said a BT spokesman.

"Following successful completion of analysis of the trial results and of any changes required for expansion, BT's expectation is to move towards deployment. "

Phorm technology uses browsing information to serve accurately targeted advertisements.

The testing of the technology, which began this September, has been the subject of web criticism and scrutiny by parliament. Although its creators claim that any data collected would be anonymous, critics suggest that it might be intrusive and could violate personal privacy.

A petition, which asks the UK government to regulate Phorm's use, is ongoing until March 2009 and currently holds almost 20,000 signatures.