YouthNet rejects web advertising technology

IT | Vibeka Mair | 1 Jun 2009

Online charity YouthNet has voiced concerns about targeted-advertising technology which it fears could compromise the anonymity of its users.

The technology, from digital technology company Phorm, allows internet service providers to target customers with tailored adverts tracking their online behaviour. It will be rolled out to participating internet service providers in the UK over the coming months.

YouthNet, which runs several websites including thesite.org, an online information and support service for 16 to 24-year-olds, believes that the technology could discourage young people from accessing information on sensitive issues such as self-harm, drink and drugs or sex and relationships. It has written to Phorm requesting to be excluded from the scheme.

Jim Valentine, communities manager for YouthNet, said: "With Phorm, other people using a shared computer, say at home or in school or college, could start seeing adverts based on what a young person had viewed on the site.

"At TheSite.org young people are able to openly discuss, and get advice on, issues that are difficult to talk about face to face, so anonymity and confidentiality are essential."

A spokeswoman for Phorm said the service would not allow adverts in categories including sexuality, adult content, medical conditions and alcohol and would not carry out user profiling in these areas.

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Directory: YouthNet
Who's Who: Vibeka Mair

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