[MovedGoalPosts]

But with the shopping loyalty cards, you have to opt in, not opt out. A key difference since even if opted in you choose with each transaction if you then let them track what is being bought. Moreover, your shopping preferences are kept to that shop (unless you ticked the sell off my details box when you applied for a card), and not divulged to who knows who.

The Phorm scam works simply by checking everything whether you like it or not. The most you seem to be able to do is block the resulting ads. You are opted in to the scanning, like it or not. Worse your habits are being sent by your "trusted" supplier, with whom you do have privacy agreements, against your will, to unknown and possibly unscrupulous third parties of Phorm and their advertising partners.