UK regulators are mandating that behavioral advertising systems like Phorm or NebuAD should be opt-in. Currently, consumers in both the UK and U.S. are alerted to the fact that their browsing history is being tracked and sold by ISPs via fine print in user contracts. While U.S. users can opt-out of getting tailored ads, the opt-out process doesn't prevent user tracking. UK marketers are complaining that mandatory opt-in would mean "armageddon" for the marketing industry, and claim they'd lose 80% of their customer data. Given it's consumer privacy at stake, and consumers never see price reductions associated with the sale of their personal data by ISPs anyway, it's hard to think consumers will shed a tear.