GOOGLE WILL PUT USERS INTO ONLINE ADS

[libby]

The following was in Saturday's Washington Post 

The Washington Post October 12, 2013
BY CECILIA KANG

Google will put users into online ads

Policy will deploy their photos, comments
across the Internet

Google has made a fortune selling ads. Now it's trying to put its hundreds of millions of users to work as company pitchmen, using the profiles, pictures and recommendations of ordinary people to endorse products and services across the Web.

After the policy takes effect Nov. 11, users who review a video on YouTube or a restaurant on Zagat.com could see their name, photo and comments show up in ads on any of the 2 million Web sites that are part of the company's display advertising network.

The controversial practice, announced Friday by Google, is part of an emerging trend on the Internet. Advertisers believe that consumers place enormous value on product endorsements that come from a friend or family member, and growing numbers of Web companies are trying to capture that social advertising in a systematic way.

But critics say tactics that further exploit the data that people leave online amount to a bait-and-switch. People signed up for Google's services because they were free and convenient. They probably never thought their words and identities would be put in front of strangers to sell a product.

Users who casually endorse a product or song on Facebook or Google "may be exposed to unwanted, and possibly misunderstood, implications," said Eric Goldman, a professor of Internet law at Santa Clara University law school.

Google said the launch of "shared endorsements" will help consumers make better choices. "We want to give you — and your friends and connections — the most useful information. Recommendations from people you know can really help," the company wrote in its announcement.

It added that users can opt out of the ads and that it will automatically exclude anyone younger than 18.

The announcement follows a similar advertising feature by Facebook called "sponsored stories," which turns a recommendation made through the social network's "like" button into an advertising endorsement on a friend's Facebook page. The company has said its users cannot opt out of the practice. About 1.2 billion people are on Facebook.

Last month, the Federal Trade Commission said it would review whether Facebook's push into sponsored stories violated the company's 2011 privacy settlement with the federal government. That agreement required Facebook to give adequate notice of changes in privacy policies and to make sure users aren't misled about how their data are being used.

Because of the government shutdown, the FTC said it could not respond to a question on whether its investigators would also examine Google's new advertising practice.
Google said its new advertising policy would apply only to the 390 million people who have signed up for Google Plus, the company's social network. The company can also draw on endorsements made with Google's +1 button, which is similar to Facebook's "like" button and appears on sites across the Web.

A user who wants to limit the reach of his or her advertising endorsements can adjust settings so that a positive review for, say, a car is shared with only a small circle of friends on Google Plus, the company said.

Some privacy experts commended the way Google is rolling out the feature by giving users a month's notice of the changes and options to decline.

"Some people may like the fact that their reviews will be promoted and more influential. Others have a pretty easy way to opt out," said Jules Polonetsky, executive director of the Future of Privacy Forum.

In May 2012, Google agreed to a $22.5 million FTC fine for misrepresenting its tracking practices on the Safari browser used on Apple devices. The settlement included continued supervision of the firm's disclosures about how it handles users' data.

Google said it will display the latest change in its privacy policy on its main home page, through Google Plus notifications and in other prominent places.

Still, some privacy advocates remained skeptical of the search giant.

"This move by Google reflects the growing and unchecked expansion of online data collection by the industry," said Jeff Chester, executive director of the Center for Digital Democracy. Hayley Tsukayama contributed to this report.

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Libby (I repeat:    )

[Y]

People don't seem to realize - especially the Facebook/Twitter generation - that the only product companies like Google, Facebook, Twitter etc. have is YOU...your information.

Your information is a friggin' gold mine for them.