Wikipedia became another organization to quit Phorm's controversial targeted advertising technology, reports the Times. Last week Amazon announced that it would stop Phorm’s accessing its web pages to gather data on internet users. Now the Wikimedia Foundation, an owner of Wikipedia, requested all the domains under its control be excluded from scanning by the Phorm Webwise system that allows Internet service providers to trace the behavior of their customers in order to better target their advertising.

"We consider the scanning and profiling of our visitors' behavior by a third-party to be an infringement on their privacy," the Wikimedia Foundation said in a blog.

The Open Rights Group that has been calling upon major Internet entities to leave Phorm project expressed its content with the move of Amazon and Wikipedia.

"We would like to thank Wikipedia and Amazon for prioritizing their users' privacy and taking this stand. We hope Facebook, AOL, Bebo, MSN, Google and others can follow their lead," said Jim Killock, executive director of the ORG in a blog. 

"By choosing to block the contentious online advertising system from scanning its web pages, these firms have taken the positive choice to protect their users' privacy and their own brands," he added.