BT admit ad trials
4th April 2008
Following much recent speculation, BT has admitted trialing new advertising software on unknowing broadband customers.
BT has said that while it put its hands up to undertaking trials of the software on 36,000 of its users without prior consent, it was not guilty of any legal wrongdoing as no information was shared that would make customers personally identifiable.
Emma Sanderson, head of value-added services at BT, said: "It was completely anonymous and no personally identifiable information was shared. No information was stored or divulged."
The new advertising software has received criticism in recent weeks for the way that customers’ browsing habits are analysed to make online adverts more relevant to individual users.
PC Advisor notes that the broadband provider’s action may be in breach of the Regulation of Investigatory Powers Act, in which it is stated that it is an offence to intercept internet traffic without a warrant or consent.
The broadband provider may now face legal action from customers who were involved in the study.
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