Users age 18 or over could now see themselves pitching their favorite smartphone, say, or recommending an Italian restaurant across Google's stable of sites including in its search results. The company didn't specify whether user information would be included in ads Google places on third-party sites. Many of Silicon Valley's most popular sites say that such social-context ads are more useful- and maybe even less annoying - than traditional types of online advertising. But they have raised the hackles of privacy advocates, and advertisers have yet to fully buy into their effectiveness. Even before Google's latest privacy change, when users clicked the "+1" button - Google's equivalent of Facebook' s "like" button - their endorsement might have appeared in an ad. Now it is expanding the type of content that may appear in ads - for example, ratings of songs in the Google Play store, or restaurant reviews posted to its Google+ social network. Moreover, users who sign into third-party applications using their Google account may also see their activity used in Google ads. The company hasn't specified which apps, what actions or where such ads might appear. "We think it's a problem," says Marc Rotenberg , executive director of the Electronic Privacy Information Center. "It's a commercial endorsement without consent and that is not permissible in most states in the U.S." Get the full story at The Wall Street Journal Read also "How to avoid appearing in Google ads" at GigaOM