E.B. Boyd for Fast Company:
Facebook is making the new ads social by default, meaning they will automatically show users when their friends have already Liked the advertiser. And the new formats will draw their content exclusively from posts to brands’ Facebook Pages, rather from advertising copy written independently.
As soon as you like a business page, you are opting in to seeing ads from them directly in your news feed. These ads are also displayed as sponsored links on the right hand side of the home page, as well as when viewing photos.