At this point, anything is better than the way it was before. Obviously that's not saying much, and there are still a ton of ways companies will get around the new rules, but every little bit helps. The rules, passed Thursday in a 3-to-2 vote by the Federal Communications Commission, require Internet providers, such as Comcast and Verizon, to obtain their customers' explicit consent before using or sharing that behavioral data with third parties, such as marketing firms. Also covered by that requirement are health data, financial information, Social Security numbers and the content of emails and other digital messages. The measure allows the FCC to impose the opt-in rule on other types of information in the future, but certain types of data, such as a customer's IP address and device identifier, are not subject to the opt-in requirement. The rules also force service providers to tell consumers clearly what data they collect and why, as well as to take steps to notify customers of data breaches.