People using the web can choose what software to use. This includes both client software and server software. Arguably the later ultimately determines whether HTTP is still available on the internet, regardless of whether it is used by any particular client software, e.g., a popular browser

One advertising company through its popular "free browser", a Trojan Horse to collect data for its own purposes, may attempt to "deprecate" an internet protocol by using its influence

But at least in theory such advertising companies are not in charge of such protocols, and whether the public, including people who write server software or client software, can use them or not