Amazon opts out of Phorm's behavioural targeting technology

LONDON - Amazon, the online retailer, has become the first website to opt out of Phorm's controversial behavioural targeting technology.

Amazon... opted out
Amazon... opted out

The move will come as a blow to Phorm, which gives websites and service providers the opportunity to track customers' internet habits and target them with more relevant ads.

Amazon is the second most-visited destination among shopping and classified websites in the UK, after eBay, and its decision to opt out will deprive Phorm of crucial information about what online shoppers are interested in.

In a statement, Amazon UK said: "We have contacted Webwise [a trading name for Phorm] requesting that we opt out for all of our domains."

Phorm has come under heavy criticism from privacy campaigners in the past few months, and on Tuesday the European Commission launched legal proceedings against the UK Government believing that its secret testing of Phorm's technology by BT in 2006 and 2007 breaches data protection and e-privacy rules.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).