Facebook has drawn ire from privacy advocates after announcing that its targeted ads will cull information from users' Web browsing habits.
The social network, which boasts more than 1.2 billion users worldwide, said the change is intended to give users more relevant ads, but some Facebook members aren't so thrilled.
"When is enough enough?" asked Amelia Sawyer, a Facebook user who told USA TODAY that she plans to opt out of the additional ad targeting. "It feels like overstepping. And if one giant tech company does it, they will all do it. To me, it's just too close for comfort."
While Facebook has long used "likes" to judge its users' interests for ads, Thursday's announcement marks the first time the site has drawn information from outside Web browsing and applications.
Privacy watchdogs are especially concerned because of Facebook's massive reach.
"It's true that everybody is doing all of this, and that's how the system works," said Jeff Chester, executive director of the Center for Digital Democracy, as quoted by The Washington Post. "But this is unprecedented. Given Facebook's scale, this is a dramatic expansion of its spying on users."
According to Chester, the move may be in violation of Facebook's agreement with the Federal Trade Commission.
"We are very unhappy that the FTC appears to have given Facebook the greenlight on this," he said. "This kind of expansion and a thumbs-up from the FTC makes a mockery of its privacy regulation."
Facebook responded the updates were consistent with its legal obligations and FTC terms. The company is already in the FTC's sights after its $19 billion purchase of messaging service WhatsApp earlier this year.
Users who want to opt out of Facebook's ad targeting can go to the Digital Advertising Alliance at https://www.aboutads.info/choices/, select the "companies customizing ads for your browser" tab and find Facebook.
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