“We appreciate today’s Senate action to repeal unwarranted FCC rules that deny consumers consistent privacy protection online and violate competitive neutrality. … Our industry remains committed to offering services that protect the privacy and security of the personal information of our customers. We support this step towards reversing the FCC’s misguided approach and look forward to restoring a consistent approach to online privacy protection that consumers want and deserve.”

It’s unclear how the broadband industry could be “committed” to user privacy while backing regulatory changes that would permit the sale of users’ private data. NCTA spokesperson Joy Sims returned a request for comment and explanation with a link to an unrelated section of the NCTA website. The Electronic Frontier Foundation decried the vote as putting “ISP profits over your privacy” and a potential “crushing loss for online privacy”:

ISPs act as gatekeepers to the Internet, giving them incredible access to records of what you do online. They shouldn’t be able to profit off of the information about what you search for, read about, purchase, and more without your consent.

The EFF further warned that without the FCC protections, ISPs would not only be able to commodify your browser history, but “[hijack] their customers’ search queries and [redirect] them to a place customers hadn’t asked for” and “inject ads into your traffic based on your browsing history.” Should Republicans succeed in dismantling the Obama-era rules through this action sponsored by Sen. Jeff Flake, the FCC would be barred from ever reestablishing such consumer protections in the future.