Only real hope in a situation like that is for consumer response to be so swiftly and demonstrably against it the measure that there's no time to normalise it. Legislation against this type of thing never happens and would be way too slow anyway. One would just have to hope it rolls out slowly enough that people can find alternative places to shop and send back that strong signal that this kind of shit can't happen.
One hopes enough people would hate it for that to happen but we tend to tolerate a lot. I don't think in the current format it would be tolerated by retailers or consumers because it's just too inconvenient and produces too much friction between a customer and the goods a retailer wants them to buy but if they refined it and managed to transmit the phone number or other even worse information via NFC then I think people would probably just shrug and let it happen.