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Alsoitwouldn'tbefreeifitdidn'tuseadverts.
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It's not about the adverts... It's about the fact that Facebook uses the info and the pics you set up for adverts without you permission or compensating you for it... It's all in the terms of use really.
Also I'm sure they collect data you put in for market research and maybe storing(for unknown future purposes) but that pretty much goes for the whole internet.
So kids... Be careful what you put out there Once it's on the internet it's there forever!