The European Commission has launched an infringement case against the United Kingdom over Phorm behavioral advertising technology, saying the technology violates EU ePrivacy and personal data protection rules in the ways it targets online advertisements at individual Internet users.
“We have been following the Phorm case for some time and have concluded that there are problems in the way the UK has implemented parts of EU rules on the confidentiality of communications,” said EU Telecoms commissioner Viviane Reding, in a statement. “Technologies like internet behavioral advertising can be useful for businesses and consumers but they must be used in a way that complies with EU rules. These rules are there to protect the privacy of citizens and must be rigorously enforced by all Member States.”



