Frequently Asked Questions
All about Webwise features and privacy protection

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Current Top Questions
Anti-Fraud Features
Relevant Advertising Features
Switching Off Webwise
Switching on Webwise
Privacy Protection

What is Webwise?

Webwise is a new, free service provided by leading Internet Service Providers (ISPs) that is designed to provide a safer, more personalised Internet browsing experience. Webwise provides an important layer of Internet security, constantly checking for known fraudulent websites and warning you when you click on one, with no need for a software download. Webwise also replaces a website’s generic ads with ones more relevant to your interests, based on your browsing behaviour – while remaining ‘blind’ to who you are. Instead of irrelevant or untargeted ads, you get ones that match your interests.

Current Top Questions

Are the ISPs selling my Webwise data?

Our ISP partners have not sold and will not sell your data to any third party as part of Webwise.

No browsing data leaves the ISP network and no personally identifiable information is stored by Phorm's technology. We do not tie into the ISP's authentication server or any other information the ISP holds on their subscribers.

Is what you are doing legal?

Yes. Our technology complies with the Data Protection Act, RIPA and other applicable UK laws.

What about FIPR's analysis of the legality and RIPA?

We don't agree with FIPR's analysis. And its description of the Phorm system is inaccurate. Our technology complies with the Data Protection Act, RIPA and other applicable UK laws. We've sought our own legal opinions as well as consulted widely with experts such as Ernst & Young, 80/20 Thinking, the Home Office, Ofcom and the Information Commissioner's Office (ICO). We discussed our system with the ICO prior to launching it and continue to be in dialogue with the organisation.

What's the situation with the Information Commissioner's Office?

Phorm initiated a dialogue with the Information Commissioner's Office as we were keen to share details of our privacy enhancing technology, which we believe sets a new 'gold standard' on privacy and anonymity.

Unlike other online advertising products, the service doesn't store personally identifiable information, doesn't store IP addresses or retain browsing histories. So it can't know who you are or where you've browsed. Plus, users choose - they can switch the system off or on at anytime.

Can't the anonymisation process be reversed?

No - the service doesn't store personally identifiable information, doesn't store IP addresses or browsing histories. The technology simply observes anonymous behaviours and draws a conclusion about the advertising category that's most relevant. All the data leading to that conclusion is deleted by the time each web page is loaded.

The service dispels the myth that data on user browsing behaviour must be retained and stored in order to provide more relevant advertising. Plus, users choose - they can switch the service off or on at anytime.

What parties in the equation get the raw information about subscribers' activity?

The service works on the basis of a closed system which only includes the ISP and Phorm. No browsing data leaves the ISP network and no personally identifiable information is stored by Phorm's technology. No data on subscriber activity is passed to advertisers.

Phorm's technology uses anonymised information on the URLs of some of the web pages viewed, keywords and search terms entered. As the system works on unidentifiable data the service can't know who you are or where you've browsed. Plus users choose - they can switch the system off or on.

Is my data still viewed when I switch off ("opt out" of) the system?

When you opt out -- or switch the system off -- it's off. 100%. No browsing data whatsoever is passed from the ISP to Phorm. We should be clear: the Phorm servers are located in the ISP's network and browsing data is not transmitted outside the ISP. Even if you are opted out, websites will still show you ads (as they do now) but these will not be ads from the Phorm service and they will not be more relevant to your browsing.

Shouldn't this be opt in only? If not, why not?

In the first few weeks following launch the ISPs will evaluate several different approaches to opt in and opt out to research what best suits users. Whatever the format, users will be provided with clear details on their status and clear details on how to opt in and opt out.

Research shows that users want choice but also the protection and benefits that the system offers so we are all focused on providing the best approach for customers.

How are ISP subscribers' usage details collected?

It's important to understand there are two distinctly separate processes in the Phorm system: data capture and ad serving. The data capture system only stores one item of information on your computer - a random number. The random number is the only thing that distinguishes your browser from the millions of others on the internet. It does not contain any information about you or your computer. The only person able to make that connection is you, as you have that cookie in your browser.

As you browse, your browsing behaviour is matched against pre-defined advertiser categories for everyday products, like travel or sport.

No URLs, browsing histories or IP addresses are retained and the raw data used to make the match is deleted in real time -- by the time the page loads. There is, in essence, no data other than the categories and the random number stored in the system and so it's impossible to know (or indeed reverse engineer from that) who you are or where you've been.

In the ad serving phase, when your computer requests an ad from the OIX (because a website has included our tag in their page), the browser sends the random number and the categories are used to deliver the targeted ad, not the details of your browsing, or anything about you or your computer.

When and where was Phorm founded?

Phorm, Inc. was founded in 2002 as 121Media, Inc., a Delaware C corporation, based in London. In December, 2004, 121Media, Inc was publicly listed on AIM. In May, 2007, 121Media was renamed Phorm and began trading as such on AIM.

What's your connection to Russia and/or China?

We have programmers in the UK and US, and we are also lucky to have a first-class team in Moscow. It is entirely normal for international companies to operate development groups overseas, e.g. in India, the far East, and central Europe, and Russia is of course pre-eminent in software development.

The group in Moscow is an integral part of the Phorm team. Under the direction of Phorm's UK headquarters, and with colleagues from the UK and USA, they have helped us to build a world-class technology product.

Plus, all of our data processing for our clients BT, Talk Talk and Virgin
will be done in the UK. The system has been built from the ground up to
ensure that there is no way user data can be accessed or stored in any way.

We have absolutely no connection with China.

Anti-Fraud FAQs

What is "phishing" fraud?

"Phishing" fraud is when a third party creates a website pretending to belong to a well-known brand, like a bank, Ebay or Paypal, and invites people to go to that site - usually via an email that looks like it comes from that brand. Once users get to their fraudulent site, they ask Internet users to enter confidential information (passwords, account details) – which they then steal. Phishing websites have always been hard to detect, because they are designed to look just like genuine websites.

How does Webwise help protect customers from Internet fraud?

Webwise helps protect customers from "phishing", a form of identity theft, by warning them in real time as they browse to potentially dangerous sites.

How does the anti-fraud feature work?

As customers browse the Internet, the website addresses they are accessing are checked against blacklists of confirmed fraudulent sites. These blacklists are supplied by leading companies who provide this service.

When a blacklisted site is identified, Webwise presents the customer with a warning page informing them that the site may be fraudulent -- and gives them the option to continue browsing nevertheless, or return to their previous page.

I already have antivirus and antispam software installed. Why do I need additional security from my ISP?

Webwise provides an additional layer of security that current software cannot provide. Because it sits within the ISP’s network, it can warn against any attempt to access a fraudulent site, regardless of where the customer clicked on the link – email, browser, or virus. And with network access to the anti-fraud databases, it has the most up-to-date information at all times – no need to download updates.

If you have any more questions about your Internet security, simply click on your ISP's logo at the top of this page to go to their homepage.

Is there any software to download to use Webwise, and will it interfere with my other security software?

No. Webwise works in the ISP’s network, so customers need do nothing other than keep Webwise on. It will not interfere with other software.

Do I have to have a PC to use Webwise?

No. Webwise works on all computers that browse the web and over 94% of Internet browsers.

Will this disrupt my service or make browsing slower?

No. The service is integrated with the ISP’s network infrastructure so as not to compromise performance or reliability.

Why doesn't my ISP just block fraudulent sites?

As a point of principle, ISPs offering Webwise believe it’s better to warn and inform rather than to block or restrict access to the Internet.

Can legitimate sites be inadvertently blocked by Webwise?

Very unlikely. The commercial services who supply blacklists of fraudulent sites for Webwise are very careful not to list legitimate sites. In the extremely unlikely event of this happening, however, Webwise offers the facility for web publishers to remove their site from the blacklist if is has been miscategorised.

How do I get a site taken off the blacklist?

Send an email with the site’s URL to concerns@webwise.com and we’ll notify the blacklist databases.

Will Webwise stop all fraudulent sites?

Unfortunately, no. Internet fraud is a growing problem, and like viruses, "phishing" sites are multiplying. There is still a chance that a site will slip through, so we recommend all customers to be very cautious before entering their sensitive data on any site.

Relevant Advertising Feature

How does Webwise’s relevant advertising feature work?

Webwise technology places a cookie (a small file like the ones used on almost every website) on your computer, but this one is anonymous - it has no information but a randomly-generated number.

Then, as a customer searches and browses online, that behaviour is checked against general advertising categories, like "Travel", "Finance", or "Luxury cars". The only information stored are those categories, discarding all the sensitive information like website URLs and search terms. These categories are set up by advertisers, who want to reach consumers who are most likely to be interested and find the ad relevant.

When the customer’s interests match one of these advertiser categories, the customer sees a relevant ad in place of a generic, untargeted ad.

Does it matter what ads I see?

We think that browsing the web is better when the ads are more relevant to the kinds of things you’re interested in. A customer may dislike banner ads in general, or they may just dislike irrelevant banner ads. We can’t help you not see any banner ads, but if you’d rather see ads that match your interests, Webwise might be good for you.

Will Webwise stop popups?

No. Webwise has no effect on popups. However, popups are easily stopped using most up-to-date versions of web browsers like Internet Explorer and Firefox.

Switching Off Webwise

How do I switch off Webwise?

Simply go to www.Webwise.com and click Webwise Off. If you have several computers using the same internet connection, or use different log-ins or browsers, be sure to switch off Webwise from each one.

What happens when I switch off Webwise?

When Webwise is off, you will no longer receive warnings before reaching fraudulent sites. Webwise will also no longer analyse any data from the web pages that you browse to see if there are better ads to show you. We’ll assign a new anonymous cookie on your computer to tell our system to ignore that computer. You will still receive ads in the normal course of visiting a website.

If I try to switch Webwise off twice, what happens?

Once the cookie is set, you can re-set it as many times as you want, it won’t reverse the process or cause any harm.

What happens if I delete my cookies?

You will receive a new cookie through your ISP, which will need to be re-set with your "Off" choice. You should return to www.Webwise.com and switch it off again, or keep it switched on. (This is an industry standard practice, as described on the NAI site, www.networkadvertising.org).

I delete my cookies regularly, and I want to keep Webwise switched off. How do I do that?

If you regularly delete your cookies and want to ensure that Webwise is permanently switched off, simply add "www.webwise.net" to the Blocked Cookies settings in your browser.

Switching On Webwise

What if, after switching it off, I want to switch Webwise on again?

Simply visit www.Webwise.com again and choose "Switch On" link. The process is easy and will enable your fraud protection and help make the ads you see more relevant to your interests.

Privacy Protection

How does Webwise protect customer privacy?

No private or personal information, or anything that can identify you, is ever stored – and that means your privacy is never at risk.

Webwise places a common ‘cookie’ in your web browser, a small file with a unique, randomly-generated number on it. With this cookie, Webwise can deliver warnings of potentially dangerous websites and replace untargeted ads with more relevant ones, but can never identify you personally. Webwise can also be switched off easily at any time.

What information does Webwise store about browsing behaviour?

Webwise only stores advertising categories that match a user’s areas of interest. There is no sensitive data stored

Does Webwise ever store a customer’s IP address?

No. The IP address is never stored.

Does Webwise collect any information that can identify me by name, address or any other personally-identifying information?

No. All customers are assigned a random user identifier (cookie) to preserve anonymity but keep the ability to be served relevant ads. Webwise does not collect personal information, and cannot use it to serve ads. The system does not attempt to identify you in any way and does not integrate with any system (like your ISP’s log-in system) that could identify you.

How does Webwise ensure that no personal information is collected?

Webwise uses technology that has been built from the ground up to avoid any information that might identify a customer personally. Webwise technology does not view any information on secure (HTTPS) pages, and ignores strings of numbers longer than three digits to ensure that we do not collect credit card numbers, phone numbers, National Insurance or other potentially private information.

Does Webwise store customer browsing behaviour related to adult or illegal activities?

No. Webwise does not store browsing information regarding adult-themed or illegal activities. Categories are pre-defined areas of interest in which advertisers want to show ads, e.g. "Finance" or "Health and Beauty". Browsing behaviour can only be matched against these predefined categories, and as there is no advertiser categories related to illegal or adult activities, no action can be taken.

Can Webwise give browsing information about individual customers to authorities like the police?

No. Webwise does not collect or store a log of any individual customer’s IP address or identifiable browsing behaviour; nor can the system be "reverse-engineered" to provide them after the fact. Webwise and all its partners comply fully with all laws and legal requests regarding this system. However, we can’t give what we don’t have.

How does Webwise's approach to privacy compare to that of the rest of the advertising industry?

It’s better. Webwise actively promotes the ability to opt out of its data tracking and targeting. We make it easy to find information about our service and privacy policies, not just in legal jargon. We invite people in to review our system and processes, to ensure complete external validation of all claims and methods. In this way, Webwise raises the privacy bar well above the current practices present within the industry.

How do I know you do what you claim?

Webwise’s claims and technology have been fully audited by Ernst & Young, a global accounting firm that has the leading practice in privacy protection (View report PDF).

What should I do if I have further questions about Webwise?

Please Contact Us and we will respond to your question promptly.