The New Facebook Ads - Another Privacy Debacle?

"Facebook recently announced a new advertising scheme called 'Social Ads.' Instead of using celebrities to hawk products, it will use pictures of Facebook users. Facebook might be entering into another privacy debacle.
The site assumes that if people rate products highly or write good
things about a product then they consent to being used in an
advertisement for it. Facebook doesn't understand that privacy amounts
to much more than keeping secrets — it involves controlling
accessibility to personal data. 'The use of a person's name or image in
an advertisement without that person's consent might constitute a
violation of the appropriation of name or likeness tort. According to
the Restatement (Second) of Torts 652C: "One who appropriates to his
own use or benefit the name or likeness of another is subject to
liability to the other for invasion of his privacy."