Legal for providers to use navigation information for profiling / advertising?


My internet provider knows which sites I am connecting to (even if only the server names, when using https). Can they legally use that information for profiling / advertising? For instance, if they see me visiting www.babynames.com they might decide to send me ads for strollers and diapers.

What is the legal status of this form of profiling in the major western countries (US / EU)?