With all due respect, I think it's being rethought because of the public outrage at the room for abuse that's going on. This is not new technology. YouTube is not new. Twitter is not new. Facebook is not new.
Evidence of meeting #38 for Government Operations and Estimates in the 40th Parliament, 2nd Session. (The original version is on Parliament’s site, as are the minutes.) The winning word was advertising.
A recording is available from Parliament.