Folks want so much to get their knickers in a twist over "net neutrality" that they'll take any hoax or misinterpretation and run with it. Like the cited one:
In fact, Portugal not only has some required "neutrality", and probably a lot more competition than the US, but the "ugly" ad was mistranslated. The LATimes article shows a fuzzy unreadable image of the actual carrier ad. Others have "translated" it into dollars and revived the 2005 meme where web sites were sold like cable channels. But that's not the deal.
What the Portuguese carrier is doing is selling ordinary neutral mobile bucket-of-bits plans, and then offering optional zero rating to packages of your choice above and beyond that. So you buy the amount of actual Internet you want and then buy more. Sounds pretty reasonable to me.
The problem here is not insufficient regulation of ISPs; it's insufficient regulation of telecom carriers, leading to a lack of competition among ISPs.