The share price of controversial behavioural targeting firm Phorm fallen by more than 20% in early trading today, after the Office of Fair Trading announced an investigation into how the habits and personal information of web users are used to target internet advertising. ... Competition regulators added that there is a strong chance that the final decision on the scope of the study – which is calling for submissions from interested parties until 18 September - is likely to include an examination of behavioural advertising. "We are also considering including the use of personal information in advertising and pricing," said the OFT. "In particular, we may look at behavioural advertising where information on a consumer's online activity is used to target the internet advertising they see. We may also examine the practice of tailoring prices to individual consumers on the basis of their personal data."Source: The Guardian
