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A new Facebook initiative, called Sponsored Stories, allows the site’s advertisers to repurpose users’ mentions of their brands into ads on the site, according to CNET. Users who check in at a company’s store, recommend a news feed, click “like” on a brand page, or take action in a Facebook application, are vulnerable to showing up in an ad. Although the site says it will respect privacy settings, never make personal information available in a Sponsored Story and that the content will only be available to the users’ Facebook friends, it also does not allow users to opt out of the service. In a video, Facebook justifies its program, saying that, “When we make decisions about the products we want to buy, the places we want to go, we're basically looking for cues from our friends about what those things should be.”