Right now, behavioral ads are on their last legs, and privately encrypted comms are still around. Proposals to limit encryption are being thrown around, but they are met with serious resistance, and none of them are currently close to implementation.
The only question is to what extent Five Eyes members besides the US get access to all that. Unfortunately, there doesn’t seem to be any initiative inside the EU to protect users better, while also letting us enjoy an internet without behavioral advertising.
Having thought about this long and hard, lucrative behavioral advertising seems like a fair price to pay for an open, free (as in beer), internet.
I fear this type of regulation will only serve to make the internet become much less equitable.
Not saying that ad-tech is purely good, of course.