The US Senate just voted to give ISPs (Internet Service Providers) the rights to inspect the data travelling to and from their customers.  https://www.washingtonpost.com/news/the-switch/wp/2017/03/23/congress-is-poised-to-undo-landmark-rules-covering-your-internet-privacy/?utm_term=.4b5561f1006b

Previously ISPs had a relationship to your data akin to a postal worker and your mail.  They just carry it.  They aren't expected to know what's inside.  Now that's changing and ISPs need to pry into your online habits to know how to target your advertisements and sell your profile to marketers.  Hope you aren't doing anything you'd be embarrassed by!

Is there any feasible counter measure to protect privacy?

VPN will hide data from your ISP, but not from the exit point.  Tor will anonymize your activities by acting like a VPN but scattering your data across many exit points.  Of course, just by using Tor you pique the interest of the NSA and other authorities because only someone with something to hide would use Tor.  As the impact of these changes becomes clear to the average user though, more people will flock to things like Tor.  There are flavours of linux that automatically encrypt and send all data over the Tor network.  TAILS is a great example because you can boot to a USB key without having to reformat your computer.  https://tails.boum.org/

As a related reminder, last month Trump's new chair of the FCC revoked rules that would harden ISP from hackers who want to steal your data.

Also this is just in the States.  I'm fairly certain the Canadian regulations still consider ISP a common carrier (like Postal services, or utilities), but it's foolish to think US policy has no effect on Canada.

Both Congress and the Senate have signed the bill, and I seriously doubt Trump would veto something that benefits companies.  https://www.nytimes.com/2017/03/29/opinion/how-the-republicans-sold-your-privacy-to-internet-providers.html