Receptional_Andy - 7:34 pm on May 14, 2008 (gmt 0)

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we won't have to remember the name "Charter" for much longer.

Perhaps, but the general concept is much bigger than an individual company. In the UK, every major ISP is considering this type of system, which would cover the overwhelming majority of the online population in the UK.

As it is at the moment, it's "opt out" (i.e. as an internet user, you want to see these ads unless you ask not to be included by jumping through a few (as yet undefined) hoops).

Phorm are even marketing the idea as being a great plan for online privacy:

Creating two revolutions: in online advertising and in privacy

Apparently, this type of advertising sets "a new, higher standard on privacy and anonymity". Exactly how a new, unavoidable database of your surfing habits improves privacy is unclear.

Read and judge for yourself at the Phorm website [phorm.com].

Previously, they targeted this as an anti-phishing benefit, but they seem to have discarded that angle fairly recently.

This will be implemented because the mainstream webmaster community has to date not raised any objection.

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