Behavioural targeting 'must comply with privacy laws'

16th April 2008

Online marketing strategies that target users based on their web-surfing behaviour must subject to stringent privacy regulations, one expert has said.

The Open Rights Group, a non-governmental organisation that aims to raise awareness of issues surrounding data protection and privacy, has commented on internet tracking service Phorm.

Used by companies including BT, Talk Talk and Virgin, Phorm creates keyword profiles for individual users based on the websites they have visited, which companies can then use to target consumers with tailored adverts.

Becky Hogge, executive director of Open Rights Group, said that without website tracking many of the most useful aspects of the internet would not be possible.

"However, website owners, marketers and anyone dealing with personal information or private communications need to comply with laws like the data protection act and Regulation of Investigatory Powers Act," Ms Hogge said.

According to the Open Rights Group head, the responsibility now lies in the hands of the government and companies like BT to respond to user concerns about privacy regarding Phorm.