UK MPs Concerned over WPP's Mega-Database

In the UK, a group of 13 MPs have tabled a motion expressing concern about online privacy, with particular reference to WPP's plans to build a database of half a billion Internet users for behavioural ad targeting purposes.

Last month, WPP launched Xaxis, a new firm which links the group's ad buying technologies with a proprietary database containing what it boasts is the 'world's largest pool of audience profiles'. This will allegedly include almost 100% of the British population.

The group of 13 MPs has backed a Commons motion to introduce an 'Internet bill of rights', which would include stronger protection for individuals' online privacy.

In the Early Day Motion, the group states that secret monitoring of Internet users is already a huge issue, with data scraping and cookies monitoring people without their consent.

They also said that an Internet bill of rights is needed to guard against the growing infringement of civil liberties, and that the Information Commissioner lacks the powers necessary to protect personal data.

However, Karen Fraser, the Director of ad industry-funded thinktank Credos believes that people see the value in more relevant ads, but are setting the same privacy boundaries online as in 'real' life.

'If advertising is seen to be breaking those boundaries - interrupting conversations or reading another person's diary - there is a very real risk of alienating people,' she added.