[Digbert]

Despite all the discussion about Phorm/Webwise and 80/20 Thinking's PIA, the real villains of the whole saga are the ISPs. Just because they have been offered a means of making money by invading customer’s privacy, they don't have to take advantage of that offer.

Shouldn't BT, Virgin Media and Carphone Warehouse each be conducting a PIA in relation to the effect of Phorm/Webwise on their business?

Those three ISPs would do well to read the ICO PIA handbook.

“Why do a Privacy Impact Assessment?
Public trust in its institutions is generally felt to be in decline, with individuals tending to feel distanced, alienated and even disengaged. Government and corporate reputations can be fragile and easily undermined. In order to maintain and enhance their reputations these organisations need to act responsibly in relation to key issues like privacy, and to be seen to be acting responsibly. Experience shows that once an organisation’s reputation is damaged and trust is lost it is then very hard to regain that trust."