BT Broadband to trial Phorm ad system

BT Internet is to trial the controversial internet-advertising system Phorm.

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BT Internet is to trial the controversial internet-advertising system Phorm. Trials will start almost immediately and will involve almost 10,000 BT broadband customers.

Phorm will be re-branded by BT as "Webwise". Phorm allows websites and ISPs to run ads targeted not at the content of their web pages but at user's individual surfing histories.

BT's trial is designed to stress test Phorm confirm to see if it can cope with large numbers of users, and to test their reactions. The test will run over the summer.

TalkTalk and Virgin are both also considering Phorm, which could revolutionise internet advertising.

Privacy campaigners and some users are unhappy with Phorm, however, as it uses people's web-surfing history and habits to target them with adverts.