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Google Ads Will Feature You

A change in the company's terms of service will put your name and picture in ads shown to your friends.

Google on Friday altered its Terms of Service to allow it to include users' Google+ profile names and pictures in Google products, including advertisements, reviews and other commercial offerings.

Google grants itself permission to do this by default, but allows users to opt out of appearing in ads through its new Shared Endorsements in Ads setting. The company attempts to discourage users from revoking the permission by displaying this message when the checkbox is deselected: "Are you sure? When you disable this setting, your friends will be less likely to benefit from your recommendations."

The opt-out option is limited in scope, however: Google will still employ users' names and photos in Shared Endorsements related to reviews, +1, follows and other promotional services. You were expecting something for nothing?

Google's move echoes Facebook's decision in August to revise its Proposed Statement of Rights and Responsibilities. Facebook granted itself the right to employ users' names, profile pictures, content and information, without compensation, in ads and sponsored content. Facebook, however, has not offered a way to opt out, which also isn't available to users who would prefer to be visible in Graph Search.

[ Time to reset your permissions? Read Facebook Unfriends Another Privacy Setting. ]

Facebook was forced to delay its policy changes after privacy groups and lawmakers complained that Facebook was violating its 2011 agreement with the Federal Trade Commission by failing to give users a say in the change. The agreement stipulated that Facebook had to obtain consent from users before making policy changes. Facebook's chief privacy officer, Erin Egan, told the Los Angeles Times last month that the company wasn't making changes as much as providing additional information.

It remains to be seen whether that subtle distinction will fly with regulators and whether Google will face similar blowback.

On Twitter, marketers see Google's entry into the selling of user endorsements as an affirmation of the power of word-of-mouth marketing. Outside of the world of advertising, observers are less sanguine.

New Yorker TV critic Emily Nussbaum declared, "This is despicable and makes me hate Google."

Santa Clara University law professor Eric Goldman proposed opting out as a form of protest. "If enough folks opt-out of Shared Endorsements, maybe we can remind Google to innovate, not ape Facebook's bad ideas," he said in a Twitter posting.

The last time Google presented a change of this magnitude was in 2012, when the company said it planned to unify its privacy policies so it could treat its diverse portfolio of online services as a single service in matters of privacy. Though there was considerable outcry at the time, the change went through and Google emerged with even greater marketing power: a unified user data set. Expect more of the same: sound and fury, signifying nothing, followed by friend-fortified product pitches.

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User Rank: Apprentice
10/15/2013 | 3:47:29 AM
re: Google Ads Will Feature You
Google is following Facebook into the advertising gutter. Hard to believe.
Thomas Claburn
Thomas Claburn,
User Rank: Moderator
10/14/2013 | 9:07:42 PM
re: Google Ads Will Feature You
Apparently, a number of Google+ users have changed their Profile pictures to an image of Eric Schmidt as a form of protest.
User Rank: Apprentice
10/13/2013 | 5:24:08 AM
re: Google Ads Will Feature You
Which is why I don't have a Google + account.
User Rank: Apprentice
10/12/2013 | 5:08:05 PM
re: Google Ads Will Feature You
Oh, the possibility for hi jinks and funnies is almost off the chart with this!
User Rank: Apprentice
10/11/2013 | 9:46:07 PM
re: Google Ads Will Feature You
Google could do more to inform users about this policy change than a little banner notice.
David F. Carr
David F. Carr,
User Rank: Apprentice
10/11/2013 | 7:56:30 PM
re: Google Ads Will Feature You
So they think the way to compete with Facebook is to copy all the things people like least about Facebook? Way to go.
User Rank: Apprentice
10/11/2013 | 7:56:27 PM
re: Google Ads Will Feature You
Making my G+ profile picture my middle finger, then when all my friends get ad's with my new picture, it will be worth staying on.
User Rank: Apprentice
10/11/2013 | 7:52:28 PM
re: Google Ads Will Feature You
Google should innovate, not ape Facebook's bad ideas and the way to do that is a a shared profit agreement with the user regarding User Profile promotion stuff
User Rank: Apprentice
10/11/2013 | 7:36:56 PM
re: Google Ads Will Feature You
This is flipping Evil with a captial E. Advertising huckster can buy your "personal" recommendation that you never made.

Google and Facebook are a 1,000 times worse than the NSA for personal abuse of information. Do not tell them a damn thing or tell only distortions.
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