In the UK there are laws coming into force soon whereby companies will have to be much more open about what info they collect on you so at least it should be transparent. True. It stems from the new General Data Protection Regulation (GDPR) coming into effect May 2018. It is an EU Regulation (meaning a law). The UK version of it is essentially the same. It brings in much stronger protections and rights for the individual concerning their personal data and importantly, makes it mandatory that the individual explicitly agrees to the way their data is used in order to process it. Where they are processing the data of EEA (and UK, post-Brexit) citizens, USA and other countries also have to abide by this law. It's a complex Regulation, but the bottom line is that companies need your explicit consent to process in the way that they do. The fines for non-compliance could be up to 4% of global revenue assuming enforced by individual national agencies.