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Facebook Settles 'Sponsored Stories' Lawsuit

 & Chloe Albanesius Executive Editor, News

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Facebook has settled a class-action lawsuit regarding its "Sponsored Stories" advertising program, according to court documents.

In a Monday filing, Judge Lucy Koh with the Northern California district court said the two sides "have reached a settlement agreement in principle." Details were not disclosed.

Facebook was sued last year over "Sponsored Stories," which turned users' "likes" into ads that appeared on the social network's newsfeed. The program, introduced in January 2011, let advertisers take word-of-mouth recommendations and promote them.

If a friend checked into Starbucks, for example, that check-in showed up on a news feed, but depending on how many friends you had, it could quickly get buried beneath other status updates, photo postings, or FarmVille stats. With Sponsored Stories, Starbucks could pick up that posting and feature it in the sponsored section on the right-hand side of your homepage. It would only appear to friends; check-ins did not show up for complete strangers.

The lawsuit, however, said Facebook "improperly uses the names, photographs, likenesses, and identities of plaintiffs to generate substantial profits for Facebook."

Basically, the suit argued that Facebook was using its members as unpaid spokespeople for its advertisers. The company wants to make "Facebook members in the United States into their marketers, but without any compensation," the suit said.

Those named in the suit said they "liked" things like Rosetta Stone, UNICEF, Warrior Dash, and PopCorners. But clicking "like" did not necessarily equal an endorsement, they said. Most clicked the "like" button in order to receive special discounts or more information, and were unaware that their information would be used to promote those products to their friends.

Those people, the suit said, "are entitled to be compensated for the use of their names, likenesses, and/or photographs."

Last year, Facebook insisted that the feature is not intended to force certain products on users. "It's your friend saying 'look, I did this and I want to tell you about it,'" the company said.

The story was first reported by Bloomberg.

In December, Facebook said these Sponsored Stories will start popping up in users' news feeds this year. They will appear exactly like a friend's status update or post might be displayed—but with a note from the brand and a "Sponsored" link on the bottom right.

About Our Expert

Chloe Albanesius

Chloe Albanesius

Executive Editor, News

My Experience

I started out covering tech policy in DC for The National Journal, where my beat included state-level tech news and all the congressional hearings and FCC meetings I could handle. I later covered Wall Street trading tech before switching gears to consumer tech. I now lead PCMag's news coverage.

My Areas of Expertise

Getting my start in DC means I still have a soft spot for tech policy; Congressional hearings can sometimes be as entertaining as a Bravo reality show, for better or worse. But PCMag is all about the technology we use every day, as well as keeping an eye out for the trends that will shape the industry in the years ahead (or flop on arrival). I've covered the rise of social media, the iOS vs. Android wars, the cord-cutting revolution that's now left us with hefty streaming bills, and the effort to stuff artificial intelligence into every product you could imagine. This job has taken me to CES in Vegas (one too many times), IFA in Berlin, and MWC in Barcelona. I also drove a Tesla 1,000 miles out west as part of our Best Mobile Networks project. Of late, my focus is on our hard-working team of reporters at PCMag, guiding and editing their robust coverage.

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