The EU has generally been a really positive force when it comes to consumer rights, but I'm not a fan of this either. The question I have is, what did web company do to deserve this kind of regulation?
It is quite unusual to see governments enact regulations, without the existence of a measurable harm being caused - but solely on the premise, that the act of collecting data is 'unethical'. I mean this is really not normal, and quite unfair, if you look how regulations worked in the past for other industries, it has always been a response to very clear quantifiable harm being caused.
We have seen nothing of that, contrary, tech companies have improved our life's immensely, for free, and in my opinion, are the one of the biggest driving force towards improving the future. Data is not just being collected for advertisement, tracking, and evil purposes, but is a very important asset in the development of products.
Furthermore, historically it was governments, not companies, that were abusing private data for nefarious purposes. Yet there seems to be no effort to stop it happening from that direction? Well of course not, its way to useful, and you'd be a fool not to use it, but companies are 'bad' trying utilize it...