FCC boss Tom Wheeler says that protection your broadband privacy should not be a luxury option. Wheeler was responding to reports last week noting that Comcast is considering charging broadband subscribers more to protect their own privacy. As we've long noted that's something AT&T already does -- the company charging users $30 to $50 more per month if they want to opt out of the telco's "Internet Preferences," a deep packet inspection program that tracks your browsing behavior around the Internet.

"I would hope that privacy doesn't become a luxury item," Wheeler told The Washington Post.

Fortunately Wheeler has more than hope at his disposal. The FCC is planning new broadband rules that would require ISPs clearly disclose what user data is being collected and given the tools to opt out. In some instances, the FCC is considering rules that would require consumers opt in before having their online behavior tracked and sold. The FCC has made it clear it's also considering banning privacy as a paid option.

Given that empowered, informed consumers might opt out and cost these companies money, large broadband ISPs don't much like this idea. Especially ISPs like Verizon and Comcast, which are increasingly expanding their online content and advertising businesses.

These ISPs say they should be treated exactly like Facebook and Google, ignoring that the lack of competition in the broadband last mile (and the shenanigans that consistently result) makes this an apples and oranges comparison. The FCC's plans for tougher privacy rules were driven, in part, by the discovery that Verizon was modifying user packets to covertly track user behavior around the Internet, initially without providing any notification or opt out functionality whatsoever.