How will this work? Let's say you bought a piece of furniture from a super store chain. And after using it for a week, you decide that you're in love with the quality that product has to offer. After this, you go ahead and rate the product on Google +. Now Google will sell your rating to the super store chain when they purchase advertisements from it. So when you're friends are online, they will see a version of the advertisement that includes your photo along with what you said about the product.
Does the concept sound familiar? Well, that's because there was recently a similar advertising scheme from Facebook. The move resulted in a costly law-suit for the social networking giant. But Google won't expect such problems because it has made it very easy for you to opt out of those advertisements.
You can turn them off by un-ticking the box at the end of this page. Do that and Google will respond with a "your friends will be less likely to benefit from your recommendations" message.
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