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European Union regulators started legal action Tuesday against Britain for not applying EU data privacy rules that would restrict Internet advertising tracker Phorm from watching how users surf the web.
The European Commission said Britain should follow EU rules by outlawing Internet traffic interception and monitoring.
It said British law currently allows interception when it is unintentional or when a tracker has 'reasonable grounds' to believe that consent was given.
Regulators said they had received numerous complaints about a behavioral advertising technology used by Phorm that analyses users' habits to deliver targeted advertising.
Phorm works with three Internet operators reaching 70 percent of Britain's broadband market -- BT Group, Virgin Media and Carphone Warehouse Group's TalkTalk.
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