Opt In or Opt Out?

Participation in Webwise will always be a choice, and Phorm will always make it easy for consumers to change their minds.

In online advertising, some services work on an "opt in" basis, in other words, you tick the box to confirm that you are happy to use the service. Others take an "opt out" approach where you have to indicate that you don't want the service.

So you have a choice, even if quite how you demonstrate what your preference is varies between the opt in and opt out methods. That all sounds great until you remember that quite often, users forget to question what opt in or opt out is, and how it can be done, and this important information is too often hidden at the bottom of a page or buried in a Privacy Policy. That is no choice at all.

In reality, arguing for an opt in or an opt out approach is to miss a crucial point: you need to present enough information clearly to consumers, and make it easy to use, to give them a genuine choice. At Phorm, these two principles underpin the way in which we enable consumers to express their preferences towards our type of marketing service and targeted online advertisements.

That's how Phorm goes beyond opt out/in rules to exceed existing industry data standards with valid, informed user consent. Users will always be given transparent notice and a persistent choice to opt back in or out to Webwise protection once the technology has been deployed. With Webwise, you will always have the option to switch on or off.