The chairman of the Federal Communications Commission proposed common-sense privacy rules this week that would limit what broadband companies are allowed to do with the Internet browsing history and other personal information of consumers.

Companies like Comcast and AT&T, which operate wired and wireless networks, know a lot about what Americans do online, like the websites they visit and how long they stay on them. But there are no F.C.C. rules that bar those companies from selling that information to advertisers. The commission can, however, take action against the companies for deceptive and unfair practices.

Under the proposal by the chairman, Tom Wheeler, cable and phone companies would be allowed to use personal data for things like billing and pitching more expensive versions of services that customers are already using. Customers could opt out of marketing for other services provided by their broadband companies. And the companies would have to get permission from their customers before they could do more with the data, like selling it to advertisers. Another rule would require companies to protect the data and notify customers, the commission and law enforcement agencies if the information was stolen.

These are similar to the protections the commission has long imposed on phone companies. Those rules have worked so well that most Americans do not worry that Verizon or T-Mobile is listening to their conversations or using call records to market products and services. People should have similar privacy protections when they use cable or phone lines to get on the Internet.