Privacy assessments

Underlining our commitment to protecting your privacy, we’ve had our technology reviewed by privacy experts and been instrumental in the development of best practice guidelines for UK's online advertising industry.

Privacy by design

Privacy advisory firm 80/20 Thinking has concluded that we have embedded consumer privacy into our policies, practices and philosophy following a comprehensive Privacy Impact Assessment (PIA). The report praises our openness and transparency, noting our engagement with stakeholders and participation in the PIA as examples of Phorm’s corporate leadership in these areas.

The six month study included a thorough analysis of Phorm’s privacy claims and technology, confirming that: “Phorm’s technology offers a high standard of privacy and data protection.”

The PIA also says that: “In addition to the ‘privacy by design’ elements, Phorm’s clear willingness to engage has, in our view, provided a strong foundation for the continuation of a strong and sustainable privacy commitment.”

UK first

Phorm is a signatory to the UK’s first industry standards for interest based advertising. These good practice principles are a result of a taskforce championed by us and coordinated by the UK’s Internet Advertising Bureau (IAB) trade association.

Designed to complement existing legislation, the principles aim to help consumers understand interest based advertising, increase awareness and promote user choice. The standards comprise three elements – notice, choice and education – meaning that interest based advertising companies:

• Must clearly inform a consumer that data is being collected and used for this purpose

• Must provide a mechanism for users to decline such advertising and where applicable seek a consumer’s consent

• Must provide consumers with clear and simple information about their use of data for this purpose and how users can decline.