This ClickZ news story caught my attention:
"... in the House of Commons, Members of Parliament, Lords, and industry experts met to discuss the privacy implications concerning ISP-level behavioral targeting from companies such as Phorm and NebuAd. The intention of the session, which was hosted by Liberal Democrat Home Affairs spokesperson, Baroness Sue Miller, was to "inform parliamentarians" on the issues surrounding the controversial practice... the majority of conversation focused on ad-targeting technology firm Phorm, which is currently the most advanced U.K. player in the ISP-based behavioral ad space. The company announced in February 2008 that it would partner with three of the U.K.'s largest ISPs in order to sell and target ads based on user's online interaction data. Although a number of Phorm executives were present at the event, the company was refused a place on the panel, according to CEO Kent Ertugrul."
This has implications for the USA. If targeted advertising (a/k/a behavioral advertising) gains acceptance in the United Kingdom, it could make acceptance more likely here in the USA. I have written extensively about behavioral advertising, including the role of ISPs, abuses by ISPs of consumers' privacy, the class-action lawsuit against NebuAd, and AT&T's promise to do behavioral advertising "the right way."
Can ISPs be trusted to do behavioral advertising the right way? In my opinion, no. A few might, but the industry as a whole: no. In the USA, their collective historical actions speak far louder than their collective words and promises.
My position: ISPs should not be allowed to perform behavioral advertising. Period. Why? Behavioral advertising would allow ISPs to collect (and potentially share with vendors) massive amounts of the most sensitive consumer data: every site and web page a consumer visits on the Internet, the amount of time spent at that site and at each page, keywords entered at search engine sites, instant message contents, email contents, and so forth.
The monthly tsunami of data breaches proves that corporations, including ISPs, don't take data security seriously. It seems foolish to allow ISPs to collect and archive more personal data, only for them to later lose it or have it stolen, while consumers bare the credit monitoring and recovery costs. ISPs claim that they will anonymize the data to protect consumers' privacy, but don't offer any guarantees or methods for independent verification. There is no oversight planned, so there is no way for consumers to verify that ISPs would actually live up to their promises. And, there are no penalties for abuses.
ISP-based behavioral advertising would be a train wreck.
Sir Tim Berners-Lee, director of the World Wide Web Consortium, said this about ISPs and behavioral advertising:
"There should be no snooping on the Internet; it's the equivalent of wire tapping, or opening a person's mail... I'm here today to defend the integrity of the Internet."
The article covered the comments by other experts:
"Richard Clayton, treasurer for the Foundation for Information Policy Research, agreed that ISPs had no business in intercepting user communications, stating, "Providing better ads is not the role of the
ISP. It's not lawful." Meanwhile, Jim Killock, executive director of the Open Rights
Group, argued the practice would "undermine our confidence in governments to preserve our basic human rights..."
According to PCPro News, Berners-Lee's comments drew this response from Phorm's CEO:
"There have been a number of things said that patently misrepresent what we do," he argued. "We have the strongest privacy protection of everyone on the internet." He then went on to claim that the media wouldn't survive without the increased targeted-advertising revenue provided by services such as Phorm... Ertugrul then accused Berners-Lee of speaking from a position of ignorance, claiming the company had invited him to inspect its technology on several occasions, which he had declined."
A position of ignorance? Pleeze! Berners-Lee invented the Internet, without which Ertugrul wouldn't have a company. Ertugrul's response to Berners-Lee was just plain rude. What's is insulting is Ertugrul's claim that the media can't survive without behavioral advertising. Where's the proof? If anything, it is ISPs clamoring for behavioral advertising, not media companies.
The strongest privacy protection? Better than banks? I doubt it. If Phorm's privacy protection is so great, they should sell it to banks and financial services companies; both of whom have already experienced numerous data breaches here in the USA.
If ISP-based behavioral advertising concerns you (and I surely hope that it does), I encourage you to write to your elected officials in the USA and tell them, "no behavioral advertising for ISPs." Plus, there is two global Facebook groups you should join:
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