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Social networking company Facebook recently unveiled a new advertising initiative that attaches to advertisements names and photos of your friends who've said elsewhere on the site that they like the products being promoted.

The initiative has already been criticized by privacy advocates who find it a little creepy, and now a University of Minnesota law professor says the scheme could be illegal as well. William McGeveran laid out his ideas in a blog past late last week. His concern is that users may have their identities appropriated for commercial use without their permission.