British mobile phone users’ movements 'could be sold for profit’ | World news | The Guardian

"Customers do have a legal right to opt out of location tracking for marketing purposes and, with the forthcoming European General Data Protection Regulation, will soon be able to demand that their location data is deleted"

http://www.theguardian.com/world/2016/apr/04/mobile-phone-users-movements-are-tracked-and-sold-for-profit