New York, Jan 27 (Agencies): Facebook is getting smarter as now users who check in to a store or click the "like" button for a brand may soon find those actions retransmitted on their friends' pages as a "Sponsored Story" paid for by advertisers.

Users cannot reject this feature. As per Facebook, this lets advertisers promote word-of-mouth recommendations that the users may have already made in any case. They play up things people do on the site that might get lost in the mass of links, photos, status updates etc. that content users share on the social networking website.

The new, promoted posts though would not change the already set privacy setting of users. So if you limit your check-ins to a specific group of friends, only they would see the "Sponsored Story" version.

What’s more, the promoted content will appear on the right side of users' home pages. That's where regular ads, friend requests and other content appear as well.

‘Privacy issue’

Involving users in advertisements without their consent has been a thorny issue for Facebook. Marc Rotenberg, executive director of the Electronic Privacy Information enter, said in this case the company is making money off a person's name or likeness without their consent. He calls it "subtle and misleading" and says users should object.