This is just censorship which is just a form of control and dominance that is part of the human psyche. Any group from a small gathering of a club, a village community, church, religious sect, social media forum, company, has a number of individuals who wish to impose their ideas and 'standards' onto the rest and censure those who do not comply. These people can become pressure groups and activists and gather greater powers. They always have an excuse – HSE, your protection, provide you with personalised content etc.
At a wider level this is seen in institutions such as the BBC, and of course is fundamental to government which is entirely about control and dominance of the general population. When it goes 'bad' you get the KGB and the Stasi looking over your shoulder, reading your correspondence, hiding round corners and listening in to find ways to subjugate you and force compliance.
Epitomised in the book 1984 by A.Huxley even before the internet entered every home and provided an embryo of the two way screen to spy on you, the population.
Won't happen in the UK? We have just seen, in Parliament no less, that activists snooping on someone's private phone then mobilised activists to destroy their victim's career. Tacitly approved by your elected representatives. Be afraid, be very afraid.