Sir Tim Berners-Lee, the creator of Web, is protesting against the plan of many ISPs in the UK to install Phorm, an ad serving technology which tracks our online activities to deliver the most relevant ads at the right time and frequency.

In fact, BBC reports he’s very much willing to change ISP once this is implemented. This Semantic Web advocate compares Internet service to other utilities like water for it must supply “connectivity with no strings attached.”

Even though Phorm claims it protects personal privacy and provides protection against phishing sites, the company is compelled to offer a universal opt-out option due to negative publicity and complaints from privacy groups. Now, some ISPs are thinking about offering both opt-in and opt-out to avoid privacy issues with their client base.

Knowing the clout of Berners-Lee in the world he created and his theory about Semantic Web, it will be a tough challenge for the people behind Phorm to fine-tune its already tarnished image.

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