Despite recent criticism that new internet technology Phorm contravenes privacy legislation, some believe that it might have a positive impact upon IT services and the internet.

Phorm aims to make advertising more relevant, rewarding and valuable, according to its website. It is working with Internet Service Providers including British Telecom and Virgin Media.

Despite this, the Foundation for Information Policy Research has recently claimed that the targeted method of advertising is invasive and illegal.

Ben Camm-Jones, news editor for Web-User magazine, said: "In the long term, with Phorm, if their intentions are as true and honest as they say they are, then it's actually probably going to be quite a good system."

He added: "It [would] stop users getting adverts that are completely irrelevant to them, and might actually point you in the direction of services that offer something that you're interested in."

The technology, if implemented, will allow advertisers to offer a service where they can market to people who are interested in the products rather than the broader methods currently employed.

A consultancy firm that specialises in data protection, 80/20 thinking, published a review in February in which it stated that Phorm had successfully implemented privacy as a key design component.