Ads Could Spark Privacy Lawsuits by Facebook Users

Facebook's new cutting-edge ads which cherry-pick the names and faces of members who use featured products may violate privacy laws. The ads attach photos and identities of members to products they've purchased or endorsed, but without explicitly obtaining members' consent, reports the New York Times. That could open Facebook to invasion of privacy lawsuits.

A New York state law requires advertisers to obtain "written consent" from models, a tricky feat in a digital environment. Aggrieved parties can press misdemeanor criminal charges, as well as sue. National common law allows those whose name or image is co-opted in an ad to sue, but it's tough to prove damages for those who don't have a famous reputation to hurt. Facebook insists the ads don't violate privacy laws. (More Facebook stories.)