Phorm Gets TRUSTe Audience Data Certification

Behavioural ad targeting and technology specialist Phorm has been awarded TRUSTe certification across all its online properties, eight years after facing a lawsuit for using customers' data without their permission.

Phorm sparked controversy in 2008 when it conducting secret trials of its Webwise software with telecoms supplier BT. After an investigation, the UK Government concluded that the system did not break EU data protection laws so long as users were given an easy option to opt out. The European Commission then stepped in withlegal action against the UK Government, over its failure to force Phorm to comply with EU data protection and privacy rules.

Eight years on, and the company has now achieved the TRUSTe Enterprise Privacy Certification, awarded to those businesses that have demonstrated excellence in safely collecting audience intent data across all digital channels. The award follows an in-depth audit of a company's user privacy standards and regulations, ensuring that measures are in place to protect any collected and stored data. TRUSTe CEO Chris Babel says Phorm's achievement demonstrates that the firm is committed to building trust by adhering to industry standards, while protecting the data of its users.

Phorm CEO Timothy Smith (pictured) comments: 'As privacy and trust command more of the marketing conversation, we as a company recognise the importance of transparency and will continue to prove our commitment to, and utilise, the industry's best practices. We chose to work with TRUSTe to formally verify and display the commitment to privacy and security that Phorm practices, and look forward to delivering this added value to our customers at every touch point'.

Web sites: www.phorm.com and www.truste.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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