"Section 230 is now poisoning the healthy online ecosystem it once fostered," Reps. Cathy McMorris Rodgers (R-Washington) and Frank Pallone, Jr. (D-New Jersey) say.

"It seems like we could have an opt-in, opt-out and flat ban on the same types of advertising processes all at once," Keir Lamont, legislative expert with the think tank Future of Privacy Forum, said Monday.

Broadband providers are "situated to collect vast swaths of sensitive information about their customers," the FCC says in its proposed declaratory ruling and order on net neutrality.