It looks like Virgin Media could start running the controversial Phorm service, according to reports in The Guardian.

Phorm is a service that’s being considered by BT, Virgin Media and TalkTalk. BT’s already trialed it for a possible launch, and indications are that Virgin may wish to use it for their broadband service.

The reason that Phorm’s so controversial, is that the service analyses what users are doing online, so that appropriate advertising can be served back at them, and many aren’t keen on the idea of a third party getting access to information on what they browse online.

More information: The Phorm Controversy