The targeted advertising controversy has crossed the pond and the debate is now raging in the UK. The EU has launched an investigation in to British based company Phorm, which snoops and analyzes internet usage to tailor ads to a web surfer’s specific interests, ala NebuAd, which has made headlines recently in the US. ISP’s in the US have curbed similar targeted ad efforts under pressure from privacy advocated and Capital Hill. Now, it’s the EU’s turn and given the rigidity of the EU’s Electronic Privacy regulations, one can almost guess the outcome. The issue for lawmakers on both shores is user consent and the opt-in/opt-out debate will certainly be coming to a head.