Virgin Media has revealed that it has no immediate plans to deploy Phorm's controversial broadband advertising platform on its network.
The internet marketing company had planned to roll out WebWise in the UK with the support of some of the biggest internet service providers (ISPs) - BT, TalkTalk and Virgin Media.
Working with ISPs, the service would monitor customer browsing habits so that they could be targeted with much more specific advertising - something that has provoked a strong reaction from privacy groups.
However, news emerged last week that two of its biggest backers in the UK - BT and TalkTalk - would no longer be moving ahead with plans to implement WebWise.
Now it appears that Virgin Media is also decidedly non-committal in its support for the advertising platform, although it did not rule out future developments.
Spokesperson Vani Bassi said in a statement: "We recognise some consumers have significant concerns about the potential implications of interest-based advertising for their privacy.
"Virgin Media is committed to ensuring that any future deployment complies not only with the relevant legal requirements but - as an absolute minimum - the best practice guidelines contained in the Internet Advertising Bureau's recently published code of practice."