BT will not deploy a controversial behavioral advertising system from Phorm, but said it is still interested in the technology, the company said Monday.

BT, the U.K.'s largest Internet service provider with 4.8 million broadband subscribers, said it will continue to monitor the experience of other ISPs that are working with the Webwise system from Phorm, which is based in London.

"Given our public commitment to developing next-generation broadband and television services in the U.K., we have decided to weigh up the balance of resources devoted to other opportunities," a BT statement said.

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