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BT launches new Phorm trial

10,000 customers to be monitored with Webwise

BT has announced it will start a new trial of the controversial web advertising scheme Phorm.

Under BT's trial, which will run from 30 September, a small percentage of BT Total Broadband customers will be invited to try the service through a web page that will appear as soon as they open their browser. The web page will also offer users the chance to switch the service on or off.

According to BT, the free service "increases protection against online fraud and makes ads that appear on participating websites more relevant to your interests".

The telecommunications company will monitor the online activities of around 10,000 customers in the trial, although it hasn't released details of when Phorm will be rolled out to all customers.

Virgin Media and The Carphone Warehouse have also announced they will be using the technology, although they have yet to confirm when the service will be rolled out.

See also: BT's Phorm trials get police approval and Gov't approves controversial Phorm advertising system


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