In a move that should surprise literally no one at this point, facebook as decided to patent ads being created using facebook user photos without their consent
source contains a registration wall, but the full article is quoted below to you dont have to
Did you post a photo of you holding a <beer brand>? well guess what you might find yourself the star of a <beer brand> ad.
i feel like this is a gross mismanagement of peoples photos and hope to hell that if they decide to implement it that it is deemed a breach of privacy since if you dont have your privacy settings on the right option, your face and <product> could be out there for literally millions of people to see. Post a cheeky picture with a condom wrapper on the bedside table that you forgot to clear off? guess what you're the new face of Trojan.