> Is an exchange of services without money not subject to rules and regulations?
A contract without consideration is not a valid contract. There are a few laws in some places that require companies to provide service outside of a contractual service agreement, but those are typically limited to public utilities, emergency services, etc.
GP said without money, not without consideration. Google derives a great deal of value by having your attention and data in its various products. The fact that users exchange attention and data rather than dollars doesn't give Google the right to stomp all over them.
A contract without consideration is not a valid contract. There are a few laws in some places that require companies to provide service outside of a contractual service agreement, but those are typically limited to public utilities, emergency services, etc.