Definitely an opt-out service from VM. Received the following from VM in response to my enquiry:
(I have removed personal details of both myself and the respondee)
-----Original Message-----
From: >Web Team [mailto:webteam@telewest.co.uk]
Sent: 10 March 2008 11:01
To: ******
Subject: Re: Virgin Media Helpsite Webform - Customer Feedback TGEN (KMM7385980I28237L0KM)
REFERENCE : *****
Dear *****
Thank you for your e-mail dated 5 March 2008 regarding our partnership
with Phorm. I'm sorry its taken longer than expected to get back to you.
I can ensure you that all our customers will have the option to opt of
this program should they wish too. As soon as Phorm comes into play all
our customers will be made aware of how to opt out of the service. I
hope this information is what you were hoping for.
If you have further queries regarding this matter or any other issue,
please use the link provided below:
www.virginmedia.com/contact
Please note if you reply directly to this e-mail your response will not
be received.
Kind regards
*****
E-Contact Team
Virgin Media