A new advertising platform being introduced by Facebook could be problematic and cause concern over issues of privacy, it has been suggested.

According to online marketing news website BizReport, the social networking site is set to introduce a strategy for its social advertising that links the account photographs of its users with products.

The website states the move is causing some concern and could result in people claiming that Facebook is violating their privacy rights.

Saul Hansell on the New York Times’ blog said that some Facebook users could find themselves accidentally subscribing to a product that uses their image for advertising that they do not wish to be associated with

"There are cases where you like the product but don’t like its ads," he said.

However, Facebook’s chief privacy officer, Chris Kelly, said that the choice is in the hands of the user.

"We are fairly confident that our operation is well presented to users and that they can make their own choices about whether they want to affiliate with brands that put up Facebook pages," he said.

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