Despite the controversy that’s been kicked up, BT is going ahead with more trials in the coming weeks with Phorm, the behavioural ad technology firm that has developed software that tracks consumers surfing habits online inorder to deliver more targeted advertising to them, reports the Ft.com.

BT has been eager to implement the technology to gain a share of the online advertising market, but has already landed itself in hot water after conducting two trials in 2006-2007 without the consent of its customers. Theregister.co.uk reports that the EU has told the UK government to get to grips with Phorm, or it would, noting that BT’s unauthorised earlier trials breached EU directives. Both the Information Commissioner’s Office and the Home Office have declined to go after BT (NYSE: BT).