I was at the launch of this report, organised by the Norwegian advertising industry itself. It was an absurd performance, where the head of the Norwegian consumer council herself remarked that if the industry just followed the law, this would not be a problem. The problem is that they don't! The representatives of the ad industry however, claimed that democracy would be at stake if they were not allowed to collect location and other personal identifiable data by tracking web and mobile access, and that it was easy for a consumer to opt out from collection by any of their several hundred partners since they has listed them on their websites.
The real problem is of course as the head of the consumer council says: The industry does not follow the law, and it has no consequences for them to not do so.