Facebook is now compliant with the Online Interest-Based Advertising Accountability Program, and has to show the AdChoice icon in behaviorally targeted Facebook Exchange (FBX) ads. This allows users to know when an ad is marketed to them on their browser behavior. The catch, however, is that the icon is only displayed when a user interacts with it by scrolling of the gray "X" over the ad.
Facebook will change the "Report this Ad" text with "Learn About Facebook Ads," and users can choose to opt out of specific ad networks. As Engadget notes, however, whether this legally complies with the Federal Commission guidelines for "clear and prominent notice" is unsure, as the ads only reveal itself as targeted once a user interacts with it.
AdChoice implementation will start at the end of March.
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