The future GDPRs will take care of it
It will take some time and will not happen in a day.
The writing is on the wall though - the cost of "leveraging" social data will continue to increase over time due to increased regulatory burden. GDPR is only the start. There will be more to come and it will definitely come at least in the EU. German and Austrian points of view on privacy as well as their stubbornness in putting their viewpoint into the letter of law will prevail over time. UK was counterbalancing it into the other direction. Once it is gone the regulations will start sliding against the social web and marketeers.
One day, in the future an inflection point will be reached when social marketing scum will have to go back to selling double glazed windows to pensioners.