Rise and Phall
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  • 1. Rise and Phall? Lessons from the Phorm Saga Paul Bernal – p.a.bernal@lse.ac.uk
  • 2. Phorm’s ‘Webwise’ Complete behavioural targeting A rising star of a rising sector?
  • 3. Issues with Webwise Intercepts communications The ‘masquerading’ cookie Complete surveillance
  • 4. Sensitive data? Personal data? BUT… Phorm links it to a ‘non-personal’ UID, not to a person or IP address
  • 5. The Rise of Phorm? Allies in business Support from government Some privacy ‘endorsement’?
  • 6. Secret trials!
  • 7. Legal challenges…
  • 8. Media wars…
  • 9. European intervention…
  • 10. A ‘privacy friendly’ system?
  • 11. The fall of Phorm…
  • 12. The fall of Phorm…
  • 13. Symbiotic regulation?
  • 14. Phorm used the big guns… The law… Business Government
  • 15. The power of an active community As protestors As citizens As customers
  • 16. The letter of the law… … vs. what people believed was right
  • 17. Facebook’s Beacon Same kind of story same kind of result
  • 18. Google StreetView Just as intrusive… Why a different result?
  • 19. The Phall-out… For the UK government… … and for the behavioural targeters
  • 20. A balanced and beneficial symbiosis? Paul Bernal – p.a.bernal@lse.ac.uk