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https://groups.google.com/g/bitcoindev/c/d6ZO7gXGYbQ/m/QwkPB2HtEQAJ
tl;dr: you could make data publication much more expensive by requiring transactions to prove that data in them isn't arbitrary. But even that will not totally stop data publication. Also, not all “spam” requires data to be published.
https://groups.google.com/g/bitcoindev/c/d6ZO7gXGYbQ/m/QwkPB2HtEQAJ
tl;dr: you could make data publication much more expensive by requiring transactions to prove that data in them isn't arbitrary. But even that will not totally stop data publication. Also, not all “spam” requires data to be published.