The information at the BT Webwise page seems to me to avoid discussing BT's real motives in proposing to employ this system. The quoted blocks below come from BT's Webwise page.
BT Webwise increases your protection against online fraud and makes ads that appear on participating websites more relevant to your interests. It's completely free for BT Total Broadband customers and you don't have to download or install any software for it to work.
This is rather disingenuous. Most modern browsers offer protection against phishing sites. I strongly suspect that most broadband users would prefer to minimise all advertising: certainly this is one reason I use Firefox with its adblock add-on. Of course it's free, BT will be selling our browsing history

The Duo Normand two-up team time trial is held annually in September on a 54.3km circuit based in the Normandy town of Marigny. from a British time triallist's point of view, it's a spectacular event - not only because of the numbers of spectators, but because of the large numbers of competitors (in many categories from unlicenced to professional) and the virtually closed roads. All the teams can have a following car in case of mechanical problems, though Team Grumpy have never availed themselves of this in the 5 occasions we've ridden it.