For some sponsored content, for instance, Facebook uses location check-ins or members' "likes" to have their profile name and picture paired with ads, if that "like" was given for a participating business. That advertisement would then be eligible to appear to the person's friends elsewhere on Facebook such as the news feed, timeline, or through the site's new search engine, called Graph Search.
But members can still limit who sees these types of ads, Facebook said, based on who is allowed to see "likes." So if a person only allows family members to see that he "liked" a particular business, then only the family members would see the ad paired with the "like," the company said.
Users can also opt out of social advertising, Facebook said.
Advertising, the company seems to be saying, is par for the course on the Facebook site. "You connect to your friends and the things you care about, you see what your friends are doing and you like, comment, share and interact with all of this content," Egan said, adding, "it's social."
The FTC's review, meanwhile, was launched to determine whether Facebook's proposed changes violated an earlier law governing how users' data should be displayed to certain audiences.