Controversial ad-targeting system Phorm will be blocked from scanning Amazon’s website, according to a statement released by the company this afternoon. It’s not alone – LiveJournal, mySociety and Netmums will also be off-limits.
The system, which works by scanning for keywords on pages visited by a user and using that to send more relevant adverts, has been under fire this week, after the European Union declared that it would be bringing legal action against the UK for its data protection laws not preventing such a system.
The Open Rights Group, which works to protect digital rights and freedoms, has written to the privacy officers of Microsoft, Google, Yahoo, Facebook, AOL, Bebo, Yahoo, Amazon and eBay, asking them to block Phorm. So far, Amazon is the only company in that list to respond, but if the others start following suit then Phorm could be in even greater trouble.