Nothing is for free. Activists who run under a banner of protecting their privacy are fooling themselves. If you haven't paid for a service you should expect the service provider to monetise your data. Quite why anyone should think Google or Facebook etc shouldn't be free to market your data is living in cloud cuckoo land. The key is that you are informed about how they will use your data and that they give you the option to fully delete your account.
The activist group says customers must agree to having their data collected, shared and used for targeted advertising, or delete their accounts