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After the iPM blog post on Phorm I had a call from the PR firm acting on their behalf. They offered me an interview with Phorm's Chief Executive Officer Kent Ertugrul. I accepted the result is below.

There's more background on - including an assessment from Privacy International who say they are, " impressed with the effort that had been put into minimising the collection of personal information."

This latest assessment may go some way to . They want to know how much information will Phorm collect about what we do on-line? What information will they keep? How will it be used? Kent Ertugrul answers these questions, and others, in the interview.

Among the key points discussed: When will the sytem roll out? Which ISP's are involved? What data is passed to Phorm from the ISP's, how is deleted/discarded data handled? Will targetted ads include "embarrassing" material like adult content? How will the system deal with forms and webmail? How will people opt out? What does opting out mean? I also raise the issue of PeopleonPage

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