The US looks like a Wild West for personal data. Information gathered by companies — most prominently Google and Facebook — trades at lightning speed on advertising markets that most users do not even know exist. If search engines and social networks can turn customer data into cash, why should broadband sellers such as Verizon be excluded from the gold rush?

That is the cynical, if understandable, reaction to a vote by Republican lawmakers to do away with data rules faced by cable and telecoms companies. A Federal Communications Commission regulation, adopted days before last November’s election, would force broadband providers to get permission from customers before selling on data about them. Congress has voted to reverse that requirement.

There are good arguments for placing limits on the owners of the “pipes” that carry the internet that do not apply to the services that travel over those pipes. Consumers already pay for internet access. Many might not be pleased to discover that the networks are making extra money by trading in their personal data. Many US broadband markets are also a duopoly. Customers unhappy with the terms of service have few options.